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Cartier - New Santos de Cartier campaign

Cartier New Santos de Cartier campaign

Cartier unveils a 60-second film directed by Seb Edwards and starring Jake Gyllenhaal.

This film is a tribute to Alberto Santos-Dumont and it celebrates his intrepid, thrill-seeking spirit and unstoppable quest to go further. A friend of Louis Cartier, this pioneering aviator was devoted to the skies. His life was dominated by his quest to push the boundaries of the possible and make his dream come true. This story of irrepressible ambition is told in 60 seconds that capture the thrill of adventure and his almost mystical pursuit of take-off.

To capture in images this fearless and free-spirited quest to escape the constraints of reality and attain the unknown, Cartier approached Seb Edwards, a British director who trained in New York and is known for his award-winning campaigns.

I wanted to create a Fellini -style fantasy world to tell the thrilling story through the eyes of Cartier, in the most immediate way possible. I tried to capture the spirit of Alberto Santos -Dumont and his obsession with flight, speed and danger. I like t o imagine what his dreams might have looked like... and come up with some wild imagery, a kind of abstract fantasy... - Seb Edwards.

Seb Edwards brings to the Cartier campaign his powerful signature, extraordinary aesthetic and mythical, reference-laden poetry. The artistic collaboration with American actor and producer Jake Gyllenhaal proved thoughtful and rewarding.

The brand

Characterised by audacity and inventiveness, Cartier’s watchmaking history reflects a unique state of mind: “jeweller of kings and king of jewellers”. Its renown is bound up in the tradition of excellence to which it is heir. Cartier was a forerunner in the use of platinum in jewellery and one of the pioneers of watchmaking.

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