Van Cleef & Arpels wanted to create a movie to present their new poetical complication watch, the Lady Arpels, danse des Papillons.
This new watch uses an original time reading disposition: 3 butterflies display successively the minutes, each of them disappearing under clouds after their sequence. The hours are displayed by a retrograde swallow
The film had to be edited for the launch of the watch at the Salon International de la Haute Horlogerie 2016 in geneva.
CONCEPT: the flight of the butterflies
We wanted to immerse the viewer in the very universe of the watch’s dial. The camera flies in a vast cloudy sky and meets the butterflies and the swallow flying freely.
After this exploration the movement emerges from behind the clouds. The swallow and the butterflies gently land on it. The movement starts beating, giving life to the watch.
The colors are bright and saturated as the watch’s dial.