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DIGITAL CAMPAIGN FOR JAEGER LECOULTRE. CELEBRATING CHRISTMAS AND HOLIDAY SEASON THROUGH FIVE OF THEIR MOST ICONIC MODELS. THE WHOLE CAMPAIGN WAS DISPLAYED FROM OCTOBER TO JANUARY, ON DIGITAL PLATEFORMS AND IN STORE.
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BRAND: JAEGER LECOULTRE / PRODUCTION: FREESTUDIOS / DIRECTOR: GUILLAUME ALLANTAZ
A R T D I R E C T I O N
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For this campaign and for all the in-store marketing, in collaboration with the artist Brendi Wedinger, they created a digital floral bloom. The brand wanted to keep this concept in the film campaign. I decided to work with LED screens to project the floral bloom on the set and add a layer of visual language in my story.
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S T O R I E S
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This campaign was made up of a total of 5 different movies, each one showcasing a different model of the brand and the savoir faire linked to it. I decided to create a narration based on movement. The most iconic watch of this brand is the "reverso". A double-sided watch that you can flip from one side to another. I took that as a starting point and imagined what movement would be linked to all the models. Those movements became the thread of my narration making smooth transitions between lifestyles, savoir faire and product shots.
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REVERSO / LATERAL
MOON / ORBITAL
POLARIS / LEVITATION
S A V O I R F A I R E
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I wanted to keep a strong DNA in the overall campaign. The craftmanship was shot on an other set but I wanted to work in exactly the same way as we did on the lifestyle. We worked with screens above our actors. But we also gave a strong attention to details on the props, to keep graphical similarities on shapes and colors.
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P R O D U C T
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Showcasing the product in a watchmaking campaign is always a challenge. I wanted to keep the same art direction and make good transitions between product shots, craftsmanship and lifestyle. We also worked with LED panels and motion control to keep a good continuity between the scenes.
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S T O R Y B O A R D
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Plan it... Shoot it....
I love to come back on the initial storyboard and see how it actually turned out. It's pretty incredible how this one stuck to the initial idea.
I love to come back on the initial storyboard and see how it actually turned out. It's pretty incredible how this one stuck to the initial idea.
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B E H I N D
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