"the time is now" is a limited edition watch from misfit collectibles, made in collaboration with the struts and designed by frontman luke spiller. the piece is built to be worn a few different ways, watch, necklace pendant, or pocket watch, paired with a crystal-embellished pendant, reflecting luke's own style and his drive to make every moment count.
as art director and digital creative lead, my job was to bring that idea to life across every touchpoint, using photography, animation, and digital media to craft a narrative our audience would actually connect with. the launch event blended art, music, and fashion, echoing the struts' rebellious energy alongside misfit's own craftsmanship, and we extended that experience online with live streaming and interactive content so the moment reached people beyond the venue.
as art director and digital creative lead, my job was to bring that idea to life across every touchpoint, using photography, animation, and digital media to craft a narrative our audience would actually connect with. the launch event blended art, music, and fashion, echoing the struts' rebellious energy alongside misfit's own craftsmanship, and we extended that experience online with live streaming and interactive content so the moment reached people beyond the venue.
role: art direction/ digital creative direction
company: misfit collectibles
company: misfit collectibles