Cartier debuted a short film to celebrate 165 years of their rich history using spectacular state of the art special effects. The three and a half minute film that took nearly 2 years to finish follows the iconic symbol of the brand – the panther – on a whirlwind trip around the globe where he brushes with key moments and locations from Cartier’s rich history.
‘La Panthère’ was the nickname of Catier’s legendary designer Jeanne Toussaint who created their first ever piece of panther jewellery – a bracelet for the Duchess of Windsor.
The panther travels to St Petersburg in the snow, to China where he comes face-to-face with a golden dragon, to an Indian palace built upon an elephant’s back and filled with glittering animal jewellery (many pieces of which reside in the Cartier archive), before leaping aboard the wings of an identical replica of the airplane built by Alberto Santos-Dumont, to showcase the classic Cartier Santos watch (first commissioned by the Brazilian aviation legend in 1904).
The panther finally lands in Paris, the birthplace of Cartier, on Place Vendôme where he meets supermodel Shalom Harlow at the Grand Palais.
The film, Cartier’s first genuine foray into the world of screen advertising will be shown at 800 UK cinema screenings and on television in 12 countries around the globe including the US, China and South America.
“We want to build up an awareness of Cartier worldwide to give us huge impact around the world,” Bamberger explained, “It’s not a commercial decision, more a celebration of our history and a chance for us to bring that to a wider audience”.
L’Odyssée is the the work of a large team led by leading advertising film director Bruno Aveillan. He was supported by a crew of 60 on location, with an another team of 50 special effects technicians working on the post-production for six months. An original score was composed by Pierre Adenot, and the red dress worn by Shalom was custom-made by young Chinese fashion designer Yiqing Yin while a total of three panthers were used for filming due to strict animal welfare laws.
story from fashion telegraph uk