Laureato Fifty
50 Years in Motion
To celebrate the 50th anniversary of the Laureato, Girard-Perregaux entrusted us with the creation and production of a series of content pieces around its iconic timepiece. The goal was to create a campaign that could express the Laureato’s character while connecting its history with a new generation.
The concept was based on famous quotes, subtly rewritten to give them a new meaning and reflect different facets of the Laureato universe. Each film follows this idea through a short, distinctive scene, with a consistent rhythm creating continuity throughout the campaign.
13 reels, one universe
In total, 13 reels were conceived and written. The first series plays with reimagined quotes such as “I can resist everything… Almost” or “Less is the new More… More or Less”. Visually, the campaign draws inspiration from 1970s Italian cinema, with a deliberately refined and understated approach.
Alongside these conceptual reels, we created content exploring the different eras of the Laureato. Historical watches, designs and movements follow one another to show how the model has evolved since 1975 while retaining its identity , an approach closely connected to our expertise in luxury brand film production.
A complete production in three weeks
The main challenge was the timeline. In just three weeks, our team developed the creative concept, wrote all 13 films and organised the entire video production: location scouting, casting three models, styling around ten different looks, sourcing props spanning several decades, finding luxury and classic cars, and preparing the technical setup.
On the shoot day, 13 people were involved in producing the reels while the campaign photography was shot simultaneously.
Results that extended the campaign’s impact
On Girard-Perregaux’s Instagram account, the reels generated between 13.8K and 1.11 million views, with the launch reel leading the way. One of the videos also ranked among the Top 10 best-performing pieces of content ever published by the brand on Instagram.
The campaign also helped boost the visibility of other posts, contributing to renewed account growth and expanding its reach beyond existing followers. This broader exposure allowed the brand to connect with new audiences, extending the impact of the campaign and its video content beyond the initial publications.
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