Cannes Lions

Code 11.59 Starwheel

PUBLICIS LUXE, Paris / AUDEMARS PIGUET / 2023

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Overview

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Credits

Overview

Background

We had to create a story around the enigmatic harmony of the Starwheel by Audemars Piguet, while showcasing its beautiful aesthetic and design.

Invented in the 17th century, wandering hours (a relatively unknown classic in Haute Horlogerie complications) are a type of horological complication that display the hours using a system of satellites that gravitate along a minute scale arranged in the form of an arc. This aesthetic presentation of the hours and minutes brings a certain mystique to the reading of time.

To emphasize the mystery and fascination around the watch, we decided to create an animated universe, using space as the ideal setting for our story, allowing us to play with gravity and to create a whole aesthetic around the harmony of this watch.

Execution

We decided to work with the French illustrator Ugo Gattoni whose work expresses a sense of creative freedom that is in the core values of Audemars Piguet.

To create a universe far from the high examples of modern 3D, we went for a traditional 2D technique based on hand held drawings and character design, which took a very long time to achieve. The almost naïve look and feel we chose balances the extreme complexity of the watch high complication.

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2023, AUDEMARS PIGUET

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