Paying tribute to its long and rich history, Cartier has shot a short film called ‘L’Odyssée de Cartier.’ The film is a celebration of luxury and amazing special effects as well as a captivating exploration of the fine jewelry history.
The main character of the film is the panther, the brand’s symbol. ‘La Panthère’ is the nickname of Catier’s designer Jeanne Toussaint who created their first piece of panther jewelry—a bracelet for the Duchess of Windsor.
The film is aimed to present the iconic brand in a new way to catch attention of both existing customers and a new generation, says Telegraph.
«This project has been treated like a real movie,» Cartier UK’s executive chairman Arnaud M.Bamberger said at a preview screening at Cartier’s London HQ last week, «we wanted the best special effects, a big director, an incredible model and props to intertwine with our incredible history. We wanted a movie we would be proud to show to Steven Spielberg».
The film features the brand’s symbol—the jewelry panther that turns into a real one, breaks through the ceiling and starts running through different locations from Cartier’s rich history including snowy St Petersburg and an Indian palace built upon an elephant’s back.
Then the wild animal leaps aboard the wings of and identical replica of the airplane built by Brazilian aviator Alberto Santos-Dumont in 1904, who wore the classic Cartier Santos watch.
In the end, the panther is showcased in Paris, where the brand of Cartier was born. The scene of the panther meeting supermodel Shalom Harlow at the Grand Palais on Place Vendôme is the finale of the extremely beautiful film.
The film will be shown at 800 UK cinema screenings and on television in 12 countries around the globe including the US, China and South America. Cartier Facebook page features the film and the footage.
L’Odyssée was created by a big team led by leading advertising film director Bruno Aveillan. Pierre Adenot composed an original score, while young Chinese fashion designer Yiqing Yin created the red dress worn by Shalom.
Last year, Cartier rolled out three films, shot by Italian director Luca Guadagnino playing with the theme of love, jewelry and Paris.
