Miami-based sustainable jeweler and watchmaker Jason Hyde is experimenting and pushing the boundaries when it comes to low-impact materials, like cork or upcycled PET bottles plastic recovered from the ocean, with the aim of making better pieces and growing with conscious customers. The brand recognises the need to educate young consumers about the level of craftsmanship that goes into producing a sustainable collection and is adopting new ways of interacting with them. 

In 2019 EPS was commissioned to create a video campaign that would be used in digital signage, social media, and direct mail, to promote a new line of watches made from upcycled materials. Jason Hyde gave us total creative freedom and entrusted us with the entire design of the campaign, from the tagline to the copy and the look & feel. The challenge was to create something that captured the refined style of the jewelry brand, but at the same time appealed to a younger audience.

With a fresh, simple look, the series of short videos set the collection in motion showcasing the recycled materials used to create the pieces. Each watch is presented on the recycled material from which it was made —plastic, paper, cork and wool— to add variety to the series and allow the individual pieces to tell their own sustainable story.

A bright color palette and bold typography —Euclid Circular B, designed by Emmanuel Rey for Swiss Typefaces— reinforce the core message “Upcycling Every Minute”, a line that encapsulates the sustainable beat of Jason Hyde low-impact watches.