When Olio Devices came to us for help on their 2015 holiday campaign, they faced the challenge of breaking through in the competitive and oversaturated smartwatch market. But the Olio—crafted by the tech geniuses behind Nasa, Apple and HP— broke the category standard with its elegant form, designed with the same attention to detail and craftsmanship typically reserved for a name brand, Swiss-made watch.

It didn’t feel right to call it a “smartwatch.” So we called it a “modern timepiece”—the intelligent companion for the person who desires fashion and function.

We worked with media company Noble People to position the work across print and digital in Juxtapoz, Hypebeast, Complex, and Vice.

The art direction was inspired by high fashion editorial. We worked with world-renowned photographer Christian Ferretti (the person behind the Tom Ford fashion campaigns) to capture rich, elegant visuals that gave our audience something to grab onto; and challenged the sterile, white-backdropped images that dominated the category.

Batch 6 is on sale now. Own it.

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