Mykl Sivak

Marc Ecko Automatik - I was commissioned to create a special instruction booklet for the Ecko Automatic watch box set. The watch was to be priced at $1000.00 US. At the time, this was the most expensive watch ever produced by the line. The company considered it to be something special, and so, wanted the packaging and instruction manual to be special as well. Given the fact that an automatic watch necessitates no more than a single page of instructions, the brand manager and I were left with a lot of creative leeway for our creation of the instruction booklet. We ultimately decided upon the story of a nineteenth century New York City watchmaker, who by night stalks the city's streets applying his propagandistic graffiti to the city's structures. We changed the Ecko motif of 1972 to 1872, and recruited my friend Simon Edgett to pose as the Watchmaker for a photoshoot. He also rode the costume down to NYC and spent the day wandering the city! It was a lot of fun working with Marc Ecko watches brand Manager Stephen Scholz on this project, and in the end, I feel we produced something very special.