THE BACKGROUND
THE Santos IS A CATEGORY-DEFINING TIMEPIECE, AND ONE THAT SHINES BRIGHT IN THE CARTIER CONSTELLATION. WHEN in 1904 Louis Cartier created THE PIECE for his friend, RENOWNED Brazilian aviator Alberto Santos-Dumont, LITTLE DID HE KNOW HE WOULD BE CREATING HISTORY: FOR THE FIRST TIME EVER A WATCH WAS TO BE WORN ON A WRIST.
THE IDEA
GETTING CARTIER ENTHUSIASTS TO RELIVE WHAT THE FAMED AVIATOR DID WAS THE AMBITION BEHIND THE EXPERIENCE. We took people on a journey, or better, the actual flight Alberto Santos-Dumont did back in the early 1900s, recreating his exact plane in full 3D. However, this time we took flight over the city center of Dubai, recreating the whole town in A VIRTUAL ENVIRONMENT. During this 90second flight, a voice-over told the viewers the story in a poetic way, combined with a unique soundtrack we created specifically for this experience.
THE RESULTS
As luxury consumers increasingly look for meaningful purchases, WE FOCUSED OUR ATTENTION ON RE-TELLING the story behind the PRODUCT RATHER THAN FOCUS SOLELY ON IT. The goal was to bring an emotional take to the Santos watch, by giving people a thrilling experience.
A combination of belle-epoque history INFUSED WITH of 20th-century INNOVATION TOOK 5000 LUCKY GUESTS ON THE JOURNEY OF A LIFETIME.
