ART DIRECTOR • MOTION
Luxury watchmaker MOVADO wanted to enter the smartwatch scene with a big statement. It was important to maintain the minimalist aesthetic of the brand, inspired by Bauhaus styling. The iconic DOT at the top of the watch face displays the phases of the moon. The digital faces feature interchangeable designs, getting these across (as well as the google features) in a 15 second spot was a challenge. The client was very pleased with the end result, pushing the brand further in it’s design evolution.
3D work was achieved with the amazing Ars Thanea studio. Together, we achieved the pieces seen here.
In the design phase, many iterations of what we called the “body shots” of the object were created. We wanted to find the perfect angles to highlight to show the beauty of the watch.
This was done in Element 3D using CAD files as the base model.
Agency: TAG Creative
Creative Director: Fawne Berkun
Art Direction: Darina Stekol
3D animation: Ars Thanea