An Eye for Design
Richard Mille x Ferrari
2023
Client
Richard Mille x Ferrari
Role
Copywriting, Production, Direction, Post-production
What to do when you’re only allocated one hour with Charles Leclerc and Carlos Sainz to shoot an entire campaign? You go deep… properly deep… relying on ancient philosophy and powerful storytelling to do all the heavy lifting.
F1 drivers have notoriously tight schedules but on this project with Charles Leclerc and Carlos Sainz, we were pushed to the limits.
With only one hour to work with, we needed to be creative to deliver the right calibre of campaign assets for our client Richard Mille.
Building on Socrates’ argument for design, we developed an ambiguous yet inspiring monologue that is delivered by an invisible narrator.
Rather than giving the audience a single meaning, we purposely left it up to them to decide whether the story is about architecture, creativity, religion or individuality. In the same vein as great pop songs, where it’s unclear if the lyrics talk about love, drugs or God.
Thanks to a carefully selected modernist location and an ethereal musical soundtrack, the two drivers simply become part of the landscape, like living statues.
This leaves the Richard Mille UP-01 timepiece to take a discreet but essential place as the beating heart of the story.
And with more than 20million views so far, we think it was mission accomplished.
Credits
Guillaume Mille
Director & Editor
Pierre Edelmann
Director of Photography
Hugo Lafitte
Assistant Camera
Valentin Clarke
Steady Cam
KeepGrading
Grading
Jean Soiedard
Voice-over
Alex S
Narrator
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