foversta
[PuristSPro Moderator]
20814
Some thoughts about the Shape Your Time movie
Like a lot of people, I was truly amazed and seduced by the latest movie from Cartier, Shape Your Time. Maybe because it speaks directly to men and to watchmaking lovers. Maybe because it gathers in 90 seconds a lot of ideas. Or simply because it is a beautiful animation performance. Anyway, I would like to come back quickly about the reasons why I like this movie and about some concepts which can be found inside, at least, how I perceived them.
The movie was created by Bruno Aveillan who also was the director of the 2012 movie, L'Odyssée de Cartier. We can recognize his very specific style with the range of colours which is used or with the views of Paris by night. Paris seems to be a magic city, a bit like in the Hugo Cabret movie (one of the inspirations). The 90 seconds duration is perfect, not too short due to the numerous ideas inside, not too long to preserve the attentiveness of the people who watch it.
I like this movie because there are a lot of cinematographic references inside: in addition of Hugo Cabret, we can also mention Harry Potter, in a way a scene from Minority report came to my mind, Melvyn was thinking about Star Treck and Narnia. Actually, these references have a common thread, they highlight the long history of the Manufacture and its quest for innovation.
A mysterious clock:
I like this movie because a lot of iconic watches are displayed and good point, with a very wide price range. Of course, the Ballon Bleu Tourbillon is maybe the most present watch in the movie but a mere Tank is also clearly visible. The idea behind is that you don't have to spend zillions to wear a piece of watchmaking history like the Tank is. The window display of the last scene of the movie is another proof of the versatility of the Cartier collection: you can see complicated watches, a more simple one, rectangular and round cases and classic or more daring designs. I can imagine that it was not easy to choose these 4 last watches of the movie!
The Rotonde Mysterious Double-Tourbillon:
I like this movie because you don't feel the dust inside. Sometimes, when a brand wishes to focus on its tradition, its history, the result seems to be very outdated with a lack of energy. Here it is the opposite: there is a strong dynamic inside and all the past tends to explain what Cartier is currently doing to prepare its future. It is the reason why at the beginning we jump directly from the Mysterious clock to the Rotonde Mysterious Double-Tourbillon.
I like this movie because it reinforces the heritage side of the high-end watches. Obviously, we think about Patek when the father and his son are in front of the window located rue de la Paix. But fortunately, it lasts only a few seconds and it is not the main idea highlighted by the movie, only one of them.
The Tank Louis Cartier XL:
And I like this movie thanks to the mechanical panther which progressively is being assembled to become at the end a living creature. The panther, the symbol of Cartier, is the link between the past, the present and the future. If I had to sum up this movie with a single world, it would be innovation. Clearly, I felt that the objective is to give more contemporary and dynamic image to the Cartier watchmaking activity.
The watches lovers and the people who follow the industry know that Cartier has invested a lot on this field for many years and the Manufacture at La Chaux-de-Fonds is a live and tangible proof of this ambition and of this investment. But do the customers have the same feeling? Are they aware of this transformation done by Cartier? I'm not sure. And the movie which will be displayed on selected media (like some luxury theatres) will help to accompany this change. I'm convinced that it will meet its objectives thanks to the beauty of its images.
The movie was created by Bruno Aveillan who also was the director of the 2012 movie, L'Odyssée de Cartier. We can recognize his very specific style with the range of colours which is used or with the views of Paris by night. Paris seems to be a magic city, a bit like in the Hugo Cabret movie (one of the inspirations). The 90 seconds duration is perfect, not too short due to the numerous ideas inside, not too long to preserve the attentiveness of the people who watch it.
I like this movie because there are a lot of cinematographic references inside: in addition of Hugo Cabret, we can also mention Harry Potter, in a way a scene from Minority report came to my mind, Melvyn was thinking about Star Treck and Narnia. Actually, these references have a common thread, they highlight the long history of the Manufacture and its quest for innovation.
A mysterious clock:
I like this movie because a lot of iconic watches are displayed and good point, with a very wide price range. Of course, the Ballon Bleu Tourbillon is maybe the most present watch in the movie but a mere Tank is also clearly visible. The idea behind is that you don't have to spend zillions to wear a piece of watchmaking history like the Tank is. The window display of the last scene of the movie is another proof of the versatility of the Cartier collection: you can see complicated watches, a more simple one, rectangular and round cases and classic or more daring designs. I can imagine that it was not easy to choose these 4 last watches of the movie!
The Rotonde Mysterious Double-Tourbillon:
I like this movie because you don't feel the dust inside. Sometimes, when a brand wishes to focus on its tradition, its history, the result seems to be very outdated with a lack of energy. Here it is the opposite: there is a strong dynamic inside and all the past tends to explain what Cartier is currently doing to prepare its future. It is the reason why at the beginning we jump directly from the Mysterious clock to the Rotonde Mysterious Double-Tourbillon.
I like this movie because it reinforces the heritage side of the high-end watches. Obviously, we think about Patek when the father and his son are in front of the window located rue de la Paix. But fortunately, it lasts only a few seconds and it is not the main idea highlighted by the movie, only one of them.
The Tank Louis Cartier XL:
And I like this movie thanks to the mechanical panther which progressively is being assembled to become at the end a living creature. The panther, the symbol of Cartier, is the link between the past, the present and the future. If I had to sum up this movie with a single world, it would be innovation. Clearly, I felt that the objective is to give more contemporary and dynamic image to the Cartier watchmaking activity.
The watches lovers and the people who follow the industry know that Cartier has invested a lot on this field for many years and the Manufacture at La Chaux-de-Fonds is a live and tangible proof of this ambition and of this investment. But do the customers have the same feeling? Are they aware of this transformation done by Cartier? I'm not sure. And the movie which will be displayed on selected media (like some luxury theatres) will help to accompany this change. I'm convinced that it will meet its objectives thanks to the beauty of its images.
Fr.Xavier
This message has been edited by foversta on 2014-10-04 14:48:31
More posts:
Some thoughts about the Shape Your Time movie
Like a lot of people, I was truly amazed and seduced by the latest movie from Cartier, Shape Your Time. Maybe because it speaks directly to men and to watchmaking lovers. Maybe because it gathers in 90 seconds a lot of ideas. Or simply because it is a bea...
Maybe two types of Cartier watch customers viewing Shape Your Time movie
FrX In the most part, I agree with your observations. I had to view the movie again to catch the subtle nuances that I missed. On that level, one could even say that there is NO NEED to re-visit the movie because the subliminal messages are embedded in yo...
