To support its redesigned Santos de Cartier collection, unveiled at this year’s SIHH, Cartier has just released its new campaign, a 60-second film directed by Seb Edwards and starring Jake Gyllenhaal.
The film, which feels like a feature rather than a campaign, is a tribute to legendary pilot Alberto Santos-Dumont, who was a friend of Louis Cartier and for whom Cartier made one of the very first men’s wristwatches in 1904. Santos-inspired timepieces have been part of Cartier’s Collection ever since.
“I wanted to create a Fellini-style fantasy world to tell the thrilling story through the eyes of Cartier, in the most immediate way possible,” says Seb Edwards. “I tried to capture the spirit of Alberto Santos-Dumont and his obsession with flight, speed and danger. I like to imagine what his dreams might have looked like… and come up with some wild imagery, a kind of abstract fantasy…”
Here’s the film:
And another video where Gyllenhaal talks about being bold: