Chopard Palme d'Or

Chopard
Palme d'Or

Within Cinema’s Corridors

CLIENT
Chopard

ROLE
Creative Direction
Art Direction
Visual Design

EXPERTISES
Digital Expression
Brand Territory
Social Activation

SECTOR
Luxury
Jewellery
High Jewellery

Since 1998, Chopard has formed a glittering duo with the Cannes International Film Festival to which it serves as an official partner. In addition to crafting the legendary Palme d’Or in its workshops —along with all the trophies to be distributed at the closing awards ceremony— and adorning the stars for the traditional “Montée des Marches” ritual, the Maison also awards new rising talent with the Trophée Chopard.

For the upcoming Cannes festival ceremonies, Chopard desired to highlight the creation of the Palme d'Or (prize) and the talent behind this emblem of cinema. Through solid and engaging brand content, the new brand signature—the Artisan of Emotions—opens up the doors to the workshops and the artisans that compose it. The jeweler’s expertise of the brand is bolstered by an exclusive digital identity that blends the 7th Art with the protocols of the Chopard brand.

In order to strengthen the indelible ties between Chopard’s savvy know-how and the Cannes Festival celebrations, I invented a digital and animated identity that consists of step-and-repeat as a reference to different traditional and contemporary cinematic techniques. The number of images per second in video or the successive perforations in traditional film stock were key elements for the visual design of this series.

DESIGN APPROACH

The art of repetition for perfection

ARTISTIC APPROACH

Reiteration to mastery

Words and images replicate themselves to evolve. Reiteration in cinema, as in the practice of a craft, allows for refinement and improvement in its direction and performance, as is also true with an object d’art.