Chopard Mille Miglia

Chopard
Mille Miglia

La Dolce Vita meets la Sprezzatura

CLIENT
Chopard

STUDIO
Freestudios

ROLE
Art Direction
Visual Design

EXPERTISES
Visual Territory
Styleframes
Social Activation
Motion Graphics

SECTOR
Watchmaking
Luxury

Chopard – within its line of luxurious watchworks and fine jewelry – hosts a unique array close to the heart: the Mille Miglia collection. This collection is a reference to the mythical Italian race of the same name created in 1927 by Francesco Mazzotti and Aymo Maggi. Speeding from Brescia to Rome, the Mille Miglia has become an icon of motor racing.

For this new edition of the watch collection, Chopard wished to initiate a social media campaign to communicate the launch of the new timepieces. As such, the brand kicked off the year with an exceptional piece and a strategy that accelerated through an animated series and a TV spot.

Thanks to various archives of previous editions, I was able to develop the artistic direction of this launch through a journey that combines la Dolce Vita with la Sprezzatura. The receding landscapes evoke both nostalgia and frontrunner innovation in a visual style that borrows from traditional newsprint and classic film. The graphic identity developed is a tribute to the men and women who continue to keep this major event in the history of sports cars alive today. The graphic identity developed is a tribute to the women and men who continue to keep alive this major event in the history of sports cars.

DESIGN APPROACH

Roads where victories are written, with attitude and elegance

ARTISTIC RESEARCHES

Typography:
an esthetic of time and speed

The typographic characters and kinetic compositions denote a strong identity of the Mille Miglia: elegance and sporting adventure.

Italics gives a sense of rhythm, speed, and texture of the characters through an organic reference linked to geography, asphalt, and moments lived.

SOCIAL & INTERACTION

A strong social engagement for a race of world renown

Much content has been developed for Instagram to capture attention and generate engagement with the Chopard community.

A family history

The race emblem –a red arrow– was the common thread for developing engaging stories that retrace the history of the race and its partnership with Chopard.

CREDITS

Client
Chopard

Studio
Freestudios S.A

Production
Pascal Girardin
Stéphanie Bochatay
Anne-Cécile Vallenet

Brand Content Management
Émilie-Alice Fabrizzi

Creative Direction
Olivier Pictet

Art Direction & Design
Suleyman Yazki

Copywriting
Pablo Martin

Compositing
Boris Rabusseau
Julien Andrey
Jean-Pascal Gaiffas
Bérénice Rogazy
Julien Jaillet
Isabelle Himmelberger

Sound Design
Maxence Ciekawy
Jean-Loup Bernet

Editing
Sébastian Bouet
Benjamin Banon

Shooting
Olivier Pictet
Benjamin Banon

Color Grading
Boris Rabusseau

Post-Production Management
Jean Charles Weber
Sébastien Raphoz