Cannes Lions

Seek Beyond

PUBLICIS LUXE, Paris / AUDEMARS PIGUET / 2023

Film
Demo Film
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Overview

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Credits

Overview

Background

At Audemars Piguet, everything started in Le Brassus: connection to nature, family roots and creative know-how. It is also where everything is reinvented today - from watchmaking innovation to a forward-thinking and assertive vision of luxury with many new stories to tell.

It is for this reason that the new Audemars Piguet campaign – celebrating its past and its future – was conceived and shot in this valley. It is the story of the brand’s identity and values, a position it shares with its family members, whether they be clients or artisans: Seek Beyond – it is this idea that invites you to trace your own path and see beyond. It calls to capture what the young souls, artists, and inventors perceive and to craft the most beautiful creations.

Execution

With this movie, we walked on the razor-edge of dream and reality, to embody a surreal idea (this invisible path traced by those who see it) into a very naturalistic cinematography.

The main challenge was to succeed in marrying the sets we had shot in different environments without motion control while maintaining the director’s cinematographic style. The invisible road is the central element of the scenario and its representation (texture, thickness, transparency) came out of a long process. It was then adapted to each shot to preserve the aesthetics of the film.

The dancers were shot on ground platforms with a blue-sky background. The drone's movement were then analyzed in 3D to give indications on the aerial views and integrate the actors in the sets. Some landscapes were completely redone in 3D, especially the last shots in the sky where we absolutely wanted to keep the anamorphic shot.

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2023, AUDEMARS PIGUET

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