Jaeger-LeCoultre 

Join us on a journey through time to the heart of watchmaking in the picturesque Vallée de Joux. It is here, in the quaint village of Le Sentier, that Antoine LeCoultre established his atelier, which would eventually become the prestigious Grand Maison of Jaeger-LeCoultre, renowned for its luxurious timepieces.

Mission: Showcase Excellence

Each year, Jaeger-LeCoultre captivates the world with its innovative releases. For 2024, the campaign titled "The Precision Pioneer" centers on the unveiling of the new Duomètre watch series, featuring some of the most intricate mechanisms in horology. The grand reveal at Watches & Wonders was complemented by an animation narrating a 200-year legacy of precision and innovation.

Style: A Journey Through Time

To reflect the centuries-old heritage of watchmaking, we adopted a style inspired by antique almanacs and illustrated chronicles. Emulating the classic etching techniques of the 17th century, our illustrations evoke the feel of historical records brought to life. Achieving this style demanded historical accuracy, prompting extensive research and asset gathering. We meticulously studied old photographs and documents to capture the technological evolution and landscape transformations of the Vallée de Joux, ensuring our portrayal was as precise as the timepieces of Jaeger-LeCoultre.

Animation: Reliving History

Creating the animation posed the challenge of infusing each illustration with a narrative essence. Every keyframe was crafted to tell a distinct story, unfolding before the viewer's eyes. Through meticulously composed shots, we narrated the origins of horological excellence.

Our approach incorporated a variety of techniques—ranging from 2D compositing and complex 3D shots to intricate frame-by-frame animation. This stylistic choice demanded exceptional skill and precision, reflecting the high standards of Jaeger-LeCoultre. Additional effects, such as watercolor drops and ink stains, enhanced the illusion of a story being inscribed on old pages.

Seamless transitions between live-action footage and animation were crucial. The opening sequence emerged from a blank sheet, aligning perfectly with the camera's movement to create a continuous, fluid shot.

VIDEO from Booth: https://www.youtube.com/watch?v=BGTL-efVjuM 

Final Result: Introducing The Precision Pioneer

The animation premiered at the Watches & Wonders trade show in Geneva, a stage for showcasing the latest horological marvels. Displayed prominently within the Jaeger-LeCoultre booth on two large screens, the animation invited visitors to delve into the brand's storied history. Complementing the digital experience, printed illustrations adorned the booth, offering a tangible connection to the legacy of Jaeger-LeCoultre.