Les Aerostiers

A fantastic voyage that links expertise with time

CLIENT
Vacheron Constantin

STUDIO
Free Studios

ROLE
Art Direction
Graphic Design

EXPERTISES
Visual Direction
Social Activation
Motion Graphics

SECTOR
Watchmaking
Luxury

Founded in 1755, Vacheron Constantin is the oldest watchmaker manufacturing uninterrupted for more than 260 years. At no time in its history has it ever stopped creating, enhancing, and reinventing itself. Backed by a strong heritage of passing down watchmaking excellence and stylistic ingenuity to succeeding generations of master craftsmen, the company’s creations embody the exacting standards of Fine Watchmaking with a technical signature and distinctive look.

For its artisanal collection, the Maison of Vacheron Constantin created a new series called Les Aerostiers. This new luxury product range is an ode to the adventurers of the skies above. This model tells the story of one of the first flights completed in France, in 1783, in a hot-air balloon. This work of art features plique-à-jour enameling — a technique never previously used by the Maison. It depicts a miniature stained-glass window with a hand-engraved balloon in the centerpiece that captivates with its rich details.

To develop the creative and artistic direction for this project, I borrowed from a narrative and whimsical dreamlike approach. For the campaign of this new luxury series, I reconstituted the decorative engraving inspired by the work “Five Weeks in a Balloon” by author Jules Verne. This visual style brings to life an extraordinary voyage in a universe that ties the history of the product to that of the brand. A little boy’s dreams carry us away to the heaven’s highest clouds. Thus, the brand offers a journey through man’s most beautiful dream, that of always daring to fly ever higher.

Suleyman_Yazki_TransitionCover_Vacheron1

DESIGN APPROACH

From private dream to soaring the skies

ARTISTIC RESEARCHES

An iconographic historic investigation

A serious plunge into engraving and book imprints from 1860 to 1900 was done in order to bring back the authentic embellishments and visual style of the periods.

Specific fonts and flourishes have been designed to reinforce historic references in for the title cards and credits.

SOCIAL & INTERACTION

Exploring another world

Instagram has permitted Vacheron Constantin to share intense and engaging narrative content with the target community.

Join in the adventure

A series of stories made it possible for the brand to engage the audience with distinctive and authentic moments of travel via animation.

CREDITS

Client
Vacheron Constantin

Studio
Freestudios S.A

Production
Pascal Girardin
Anne-Cécile Vallenet

Brand Content Manager
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
Xavier Lavorel
Maxence Ciekawy

Editing
Sébastian Bouet

Color Grading
Boris Rabusseau

Post-Production Management
Jean Charles Weber
Sébastien Raphoz