Sacred Geometry

Client : Richard Mille

Role : Copywriting, Storyboarding, Direction, Production & Postproduction

Two mysterious figures - lost souls in search of true connection - are separated from one another by the towering walls of a labyrinth, carved from ancient rock. Like a snake chasing its tail, this maze turns ever-in on itself, ensnaring those who dare enter. This film for Richard Mille echoes the complex lines and revolutionary engineering of the new RM 16-02 Automatic Extraflat. A timepiece cleverly integrates classic proportions by reinventing their purpose, knowing when to stick to the rulebook and when to follow pure instinct - much like choosing the right path in a labyrinth.

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To make an impactful campaign you need to think OUTSIDE THE BOX. So, when Richard Mille presented us with this exciting rectangular watch, we decided to reframe things in our own special way.

First, we went looking for the perfect couple to bring things to life. We’re talking charismatic and well-rounded individuals. Definitely not a bunch of squares.

Then we selected an UNFORGETTABLE location, by scouring the four corners of the globe. We ended up with a brutalist panorama that echoes the classic world.

Finally, we structured it all within a quadratic idea. Where audiences are no longer simply admiring a new product but swept along on part of a deeper journey of discovery. Far away, in a pinkish, almost extraterrestrial landscape, looking at the essence of communication and highlighting the end goal of all creation: genuine connection.

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The Labyrinth

Choosing the right location is a critical part of storytelling on screen, used to deliver extremely POWERFUL VISUAL METAPHORS. It should set the tone of a project and help reinforce central themes of the narrative, acting as an extension of the characters’ individual journeys.

In this project, we kept the cast to a minimum, eliminating distractions and creating a sense of mystery. Without dialogue or extravagant costume choices, the labyrinth our two heroes are in does the heavy lifting. It shows a literal barrier between their desired connection and the struggle they must overcome to be together.

After exhaustive research, we settled on an incredible disused stone quarry in Spain’s Balearic Islands for this project. Drawing inspiration from classical mythology, this unique location blends past, present and future, acting as a fantastic showcase for one of Richard Mille’s most distinctive creations to date: the RM 16-02 Extraflat.