Smoking Barrels
Richard Mille
2026
Client : Richard Mille
Role : Direction, Storyboarding, Copywriting, Production
Smoking Barrels is a moment of calm for the fugitive lurking in all of us. In the style of a neo-noir thriller movie, we catch our breath alongside a female hero, who is carrying a mysterious briefcase, and wearing a watch that catches the light like evidence left behind on a crime scene.
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“I lost the money, I lost the keys, but I’m still handcuffed to the briefcase.”
For this project, we took Richard Mille into a cinematic and ambiguous world. Inspired by Michael Mann’s Blackhat and the tension of an Alex Turner lyric, the film leaves lots of space for interpretation. Something has happened, but the story remains deliberately ambiguous: it’s up to the spectator to put together the missing pieces.
Set in a desaturated atmosphere, the industrial decor and rock-inflected styling contrast with the brilliance and prestige of the watch. Controlled, efficient, and visually strong, this format is designed to carry a focused Richard Mille campaign across key visuals, a short digital film, and social content.
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