Laureato’s 50th Anniversary

Laureato's 50th Anniversary: Girard-Perregaux's One-Day, Multi-Format Challenge

Celebrating half a century of a haute horlogerie icon is a massive challenge. Girard-Perregaux handed us an ambitious brief: create the anniversary campaign for the legendary Laureato by maximizing a single shoot day across both video and photography. The goal ? To fuel one to two months of pre-campaign and campaign content, delivering 17 Reels from just 24 hours on set.

The concept was simple in theory but demanding in execution: pool the cast, equipment, timepieces, and entire logistics into a single day, capturing enough raw material (video, photography, and behind-the-scenes) to sustain an extended content rollout. On set, this meant orchestrating a crew of around 18 people, perfectly streamlined to keep the production moving at pace without a single wasted minute.

For this Girard-Perregaux Laureato film, we set up our stage in an ancient castle, creating a striking contrast between historic stone and contemporary design. Stylistically, we steered clear of overly polished lifestyle imagery, drawing inspiration from 1970s Italian cinema to achieve a warm, authentic look with the rich texture of real movie film.

Robotics and High Precision on Set

Shooting the intricate details of a luxury timepiece requires absolute precision. For the occasion, the crew brought out the heavy artillery: our custom robotic camera arm, allowing for millimeter-perfect, ultra-fluid movements to capture every single reflection of the Laureato in its best light. This level of horological filmmaking demands the exact same rigor as the watchmaking itself.

From One Day to a Full Campaign

The moment the director called a wrap, everything was already lined up to move straight into post-production: motion control footage, motion design, short narrative sequences scripted for the campaign, and behind-the-scenes photography. Because the shoot had been meticulously planned to maximize usable assets, post-production ran at full speed across all formats simultaneously.

This project sits perfectly alongside our other luxury brand films produced across France and Switzerland, spanning watchmaking to high jewelry, where the exact same principle applies: precision on set, discipline in post-production.

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