ABOUT

The brief from Omega was to showcase the anti-magnetic properties of their new Co-Axial watch movement. The idea that I came up with was to use iron filings and magnets to show magnetic forces at work. The filings and the watch are pulled by the magnets but the watch still keeps perfect time.
The biggest challenge was to create a realistic magnetic effect without being able to resort to video as the creative would be adapted by local markets with their own copy. The solution I came up with was to develop a custom particle system using action script which allowed the text to be completely dynamic enabling multi-language adaptation on the fly. The watch itself keeps perfect time and date by pulling a live time stamp every time the creative is viewed, this proved to be such a hit with the global marketing team at Omega that they requested it on every subsequent rich media creative we produced for them.