Working across the entire campaign allowed us to maintain consistency through all elements in the 'Moonphase' experience.
In 2013, we were asked to oversee the campaign for Chanel's new J12 watch collection Moonphase, with the art direction and concept for the entire launch campaign of the stunning J12 Moonphase watch.
Our work comprised the print campaign, film, site, display ads and in-store app. This involved the development of traditional print and film components, alongside informative and supportive elements such as the website, PoS app and banner executions.
The idea quite literally, the phases of the moon with their light and shade dictated the art direction for the film and print campaign, while the site took the viewer on a journey to the stars and back. We wanted the site to have a certain weightlessness and a fluidity to the interaction, although some of it had to be restrained as not to make viewers seasick. Functionally, it allowed the viewer to easily discover all aspects of each watch, and access instructions to set up their own 'Moonphase' function.
Chanel J12 Moonphase campaign reel
We have worked on various projects across Chanel's beauty, watches and fine jewellery portfolio.
Our collaboration with the legendary house of Chanel began in 2010 when we were awarded the digital campaign for the Chanel Nº5 relaunch. As customary, it was lead by an epic film - shot by Jean Pierre-Jeunet and featuring Audrey Tautout. What was revolutionary was that the film premiered online only.
Our work comprised the art direction and development of traditional print and film components, alongside informative and supportive elements such as the website, PoS app and display media executions.