Cannes Lions

The Code 11.59 by Audemars Piguet Universelle - Website landing page

DENTSU CREATIVE, Amsterdam / AUDEMARS PIGUET / 2023

Presentation Image
Presentation Image
Demo Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

To convey the artistry and complexity of this unique watch we created a bespoke, multilayered website landing page which gives the feeling of traveling down a tunnel of content.

The website is simple to use and very intuitive, allowing the user to move seamlessly forward through the content with the sensation of reaching deeper and deeper levels of craftsmanship and complexity as they travel. At the same time we broke the experience up into sections which mirrored the watch’s primary functions and allowed viewers the chance to pause and reflect on specific technical aspects of the mechanism.

The webpage effortlessly combines video, images and immensely technical 3-D renderings into a single flowing experience that takes the viewer to both the technical and emotional center of a ticking work of art.

Idea

The project was brought to life through a truly in-depth website which harnessed and combined several cutting design and development technologies.

Like the watch, the website is simple to use and very intuitive, allowing the user to move seamlessly forward through the content with the sensation of reaching deeper and deeper levels of craftsmanship as they travel. At the same time we broke the experience up into sections which mirrored the watch’s primary functions and allowed viewers the chance to pause and reflect on specific technical aspects of the mechanism.

Execution

This timepiece marks the manufacturer's uncompromising approach to craftsmanship and engineering. The Code 11.59 by Audemars Piguet Universelle, also known as RD#4, is the culmination of several years of research, design and manufacturing of many different types of complicated mechanisms that have put ergonomics at the forefront of the process.

To help prospective buyers of the watch and fans of the brand understand this technical marvel, we created a landing page with a level of depth and immersion rivaling that of the watch itself.

There are a few ways to represent a watch in 3D on the web, but very few that can deliver the detail and quality an engineering marvel like the Code 11.59 by Audemars Piguet Universelle actually deserves. Using a combination of Vue.js, webGL, custom shaders and an extremely optimized 3D pipeline for the watch, we managed to craft a highly interactive tunnel experience that visualizes the watch and its internal mechanisms with natural dynamic lighting, realistic interactions and most importantly at realistic resolution for both mobile and desktop.

The webpage effortlessly combines video, images and detailed 3-D renderings into a single flowing experience that takes the viewer to both the technical and emotional center of a ticking work of art.

The Code 11.59 by Audemars Piguet Universelle is a masterpiece interweaving extreme complexity with comfort and simplicity of use, which is why we created a site combining high artistry with simple communications.

Similar Campaigns

6 items

Seek Beyond

PUBLICIS LUXE, Paris

Seek Beyond

2023, AUDEMARS PIGUET

(opens in a new tab)