Detail

Client

Richard Mille

Role

Copywriting, Direction, Production, Post-production

A series of five elegant films focusing on the miniscule details that make Richard Mille athletes stand out in their respective disciplines. Each chapter is reserved for a single athlete and is used to intimately deconstruct their skills. Featuring in no particular order: world champion cyclist Mark Cavendish, Hollywood choreographer Benjamin Millepied, US Masters-winning golfer Bubba Watson, Italian Ladies European Tour golfer Diana Luna and international showjumper Flore Giraud.

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”The smallest detail often separates the best from the rest.”

Transposing this simple idea to video was a big challenge, but also an incredibly exciting opportunity.

It meant delving deep into each of Richard Mille’s athletes fascinating backstories, capturing their sensitivity and extracting the right narrative to elegantly highlight their individuality.

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Spending quality time with the athletes during the shoot was essential, to tease out their unique personalities during an interview/audio recording session.

Then we set the right tone, rhythm and music to bring things to life and maintain equilibrium.

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The final element was editing, when we saw the full range of personalities come together. We could then make a raft of minor adjustments, which ended up having a big impact on the project as a whole.