AUDEMARS PIGUET | BORN IN LE BRASSUS. RAISED AROUND THE WORLD.
A watch is born, not made. It is raised, not worn.
A simple idea and brand platform we created and launched for one of the oldest independent Swiss luxury watch brands. The global campaign is a dual tribute to their origins and to the people raising their watches around the world.
Born in Le Brassus. Raised Around the World.
We introduced real stories of real people. 4 characters became the face of the campaign, shot and directed by magnum photographer Christopher Anderson. Far from glossy, cgi heavy, celebrity endorsed watch ads, this campaign focused on authenticity and helped recruit a new generation of fans to the brand.
We created a modular design system that flexes across print, OOH, DOOH, digital and social. Producing photography and film assets taken together with 3 different photographers and DOP’s showcasing lifestyle imagery, AP’s birthplace and beauty shots of watchmaking.
In social, we unpacked the stories of these 4 characters, giving a glimpse into the shared values of the “AP wearer”: Resilient, independent, fearless & successful people who do things in their own way, in their own time.
The new platform stretched across all of AP’s channels, including website and inside of boutiques, helping them continue their legacy of being one of the most respected watchmaking brands.
Take a look behind the scenes into how this production was brought to life, on the ground in L.A.
