Entertain Us
Richard Mille
2026
Client : Richard Mille
Role : Direction, Storyboarding, Copywriting, Production
Entertain Us is not your run-of-the-mill watch commercial. It’s the branded equivalent of a polaroid picture that suddenly comes into focus, snarling with the attitude of a trail-blazing editorial piece and burning with the full intensity of neat Jack Daniels swigged straight from the bottle.“With the lights out, it’s less dangerous. Here we are now, entertain us.”
“With the lights out, it’s less dangerous. Here we are now, entertain us.”
With this project, we deliberately led Richard Mille into a gritty, backstage fashion-led universe inspired by Nirvana, Indie sleaze, Kate Moss, and the reckless glamour of rock culture.
Despite this obvious departure from the polished world of luxury content, the result is arresting, immediate and very stylish, remaining 100 per cent on brand.
From the start, our ambition was to avoid setting the RM 33-03 in a safe, showroom environment. Instead, we opted to place it in a world that felt lived-in rather than overly staged.
Worn as a boyfriend watch, this piece takes on a relaxed but elevated presence, carried by strong styling, sharp art direction, and the raw energy of the behind-the-scenes footage - until the shoot itself becomes the hero film.
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