Shawn Parker

Strategy // Performance Marketing // Creative Direction // Brand Design // Web Design + Development

Strong expertise in B2B and B2C marketing and advertising that focuses on growth & profitability, brand performance and customer retention.

Zodiac by Fossil

When I was originally approached by Zodiac to do an in-store display poster promoting their Super Sea Wolf Underwater Watch they wanted something visual combining the Zodiac with the underwater dive aspect. They also knew they wanted to incorporate their actual watch face. However, my greatest challenge was trying to design a poster integrating a starry sky photo, a water photo, constellation illustrations and a watch face photo or illustration.

The Idea

Following several iterations, I have developed a select number of distinct concepts to present. The initial concept featured an illustrative approach, integrating zodiac constellations and symbols. This concept of intertwining Zodiac signs with an actual watch resonated positively with the client. However, the challenge lay in harmoniously blending illustrative elements with a photorealistic image of the watch. To address this, I evolved the concept by tracing the actual watch face as a vector, allowing for a seamless fusion of realism and illustration. This approach successfully achieved the visual aesthetic the client desired. Once the watch face was refined I shifted focus to the background elements, incorporating stars and a seascape motif. By utilizing high-contrast underwater photography and sophisticated lighting techniques, I was able to create a striking representation of bioluminescence in the ocean. In some iterations, I experimented with positioning the client’s logo underwater, culminating in its full submersion in the final design. This is emblematic of the launch of their new Super Sea Wolf Underwater Watch.

Design Concepts

Final Version

Following extensive development and refinement, a definitive design was selected for the poster. This design is set to be displayed in Fossil stores nationwide and in select international locations. The final composition features an artistically rendered Sea Wolf Watch face, elegantly positioned at the horizon where the ocean meets a star-filled sky. The brand’s name is strategically placed beneath the water’s surface, a creative nod to the watch’s notable underwater diving rating, aptly reflecting its moniker, ‘Sea Wolf’.