Marta Dyks retraces the path Jack Kerouac tread up the coast of California to Big Sur over a half century ago in the Fall 2014 campaign for Fossil by photographer Daniel Riera. As in any Beats-inspired tale worth its salt, the road figures centrally. To banish all doubts of where this campaign’s heart truly lies, the associated hashtag #ontheopenroad all but lifts the title of the 1957 Jack classic word for word, but it is not difficult to see why. The allure of the road, the breathtaking views of the Saint Lucia Mountains, and the barely concealed romance of this new generation of poets are all what make this Fossil campaign with Marta Dyks tick.

Please visit to see this campaign in full.

Credits include: Client, Fossil; Campaign, Fall 2014; Photography, Daniel Riera at Jed Root.