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Panerai - Panerai Traits: Jason M. Peterson

Panerai Panerai Traits: Jason M. Peterson

Towards a digital exploration of the Panerai identity: today, Jason M. Peterson

Four international personalities outline the traits of the Panerai identity, describing their passions and conveying their talent through photographs and videos in the areas that are characteristic of the brand: light, design, the sea, and innovation .

Just a few traits are enough to convey the unique personality of Officine Panerai: the historic link with world of the sea (MARE), the extraordinarily distinctive DESIGN, the passion for innovation (INNOVAZIONE), and finally light (LUCE), interpreted by the remarkable visibility of Panerai watches even in the dark. The new project Panerai Traits, online from 5 February 2018 and beginning with the first chapter on light, outlines the identity of the brand through the portrait of four personalities who perfectly embody the passion and talent in each of these areas.

Star of the first chapter in the series will be the United States photographer Jason M. Peterson, internationally known for his black and white photographs which have made him a star of Instagram, where he has over a million followers. Drawing inspiration from urban landscape and the human condition within it, Jason manages to capture moments that are sharp in clarity and alluring in contrast.
For more than 20 years, Jason has been igniting cultural conversations across all media, including digital, television, print, content and brand identity. Jason is responsible for creating and overseeing integrated campaigns for Reebok, NBA, Coke USA/Japan, Heineken, Ford, GM, McDonald’s, StateFarm and many more. He is currently Chief Creative Officer of Havas Worldwide.

Beyond mainstream brand building, Jason has been tapped by some of the world’s leading brands (e.g. Adidas, Perrier, Dom Perignon, NHL, Chicago Bulls, Bloomingdales and Volvo), as well as, musicians (e.g. ASAP Rocky, Kanye West, Lupe Fiasco, G Eazy, Chance the Rapper and Diplo) to collaborate on social campaigns based on his signature black and white photos and 1M Instagram followers.

“Composition is important, light is everything”: this phrase ends the short film Chasing Light with Panerai in which Jason M. Peterson describes his search for the perfect shot, wearing the Luminor Due 3 Days Automatic (PAM674) on his wrist.


The brand

Representing a blend of Italian design with Swiss watchmaking technology, Officine Panerai follows the inspiration of its home city of Florence, which was the cradle of the Renaissance movement and all the art and science for which it was famous.

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