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CARTIER UNLEASHES A PLAYFUL CHRISTMAS SPIRIT
For its 2020 Christmas collection, the French luxury house Cartier has gathered swoon-worthy jewelry, watches and refined everyday objects with flawless design details and timeless elegance. To show the exquisite details of this dream gift list, Cartier designed a digital campaign to match its reputation. The challenge was entrusted to Publicis Luxe, which created a team of partners which include Lambert Lambert production, Akatre directors and Mikros MPC.

As Stephanie Mollet, VFX Producer at Mikros MPC, details:

“This project is unique as it is composed of a series of films. For the jewelry and watches, we developed 10 distinctive spots which focus upon one specific item. For the Maison collection, we also developed 5 icons which can represent several items in a short but complex animation. Additionally, we worked on three greeting films for Europe and four capsule spots dedicated for the Chinese New Year. Each spot was then tailored to four different formats to suit web and social media requirements. In the end, the full project represented 88 spots in total. It was an exciting endurance race to complete it!”

In this campaign, Cartier’s iconic panther plays a key role in unleashing the unique Christmas spirit of the luxury brand. Joyful and festive, the panther subtly plays with the creations and under the touch of its paw or muzzle, jewels, watches and objects playfully animate themselves to life and show themselves under various angles in hypnotic choreographies.

Michael Moercant, VFX Supervisor, explains:

“This campaign complexity was a creative challenge. We needed to draw the attention to all the items within the 2020 collection and highlight their uniqueness. Meanwhile we also needed to integrate the Cartier panther so that the viewer could instinctively recognize the brand and balance its presence in the frame and its interactivity with the products, so that everything remains subtle. The core of the challenge was to create the perfect animation of all objects as they softly fall or are thrown to the air and make them land in what appears to be a perfect balancing act. Our previz work proved absolutely necessary to finetune or redefine the upstream creative approach from the initial storyboards and ensure that the initial framing would fit all the formats.”