Cartier made time stand still in 1904 when it launched the Santos, the first men’s wristwatch (Louis Cartier’s tribute to his pioneering pilot friend), and they’ve done it again. For the re-launch of the reimagined Santos, Chandelier created a pilot program of its own: The Cartier Social Lab, a series of intimate conversations and events honoring the “Bold and Fearless” Cartier ethos and aesthetic.
Held over three days in April at a converted hangar in San Francisco’s Mission Bay, more than 30 A-list personalities came together to speak candidly about their fearlessness, the thrill of invention, and the essence of bold connections. Shaped in collaboration with curator Neville Wakefield, our visionary speakers included Rafael de Cárdenas, Freida Pinto, Laird Hamilton, Aimée Mullins, Leo Villareal, Idris Elba, Alice Waters, David LaChapelle, Sean Thackrey, and Apple Music Head of Content, Larry Jackson, among many others. To capture the energy, excitement, and innovative ideas generated by the event, we produced a series of short films to document each day, and released Instagram teasers and audio podcasts for each talk. As befitting a watch launch, time was of the essence: the films were edited in real-time, readied for distribution within 48 hours. These are just a few of our favorites.
“I've dated fear.” – Laird Hamilton.
For the launch of Cartier's latest ring in Paris, the Clash ring, we were asked to manifest the concept behind it – Duality – through six artistic performances over a three-day event located in Place Vendôme in Paris. We were given the opportunity to direct some our favorite talents (Beth Ditto, Marisa Berenson, Les Twins, and more), by pairing various art forms (poetry, dance, music, calligraphy) and scenography in front of press coming from all over the world. This global event (which included other activations around Place Vendôme) was a smash hit as the jewel sales soared during the launch and after.