Art direction
Panthère de Cartier
Client
Cartier
Agency
Nurun Shanghai
Role
Art director, Designer
Panthère de Cartier Case Study
A watch that is also a beautiful piece of jewelry, Panthère de Cartier is one of the most distinctive Cartier designs. Created in the 80s and more contemporary than ever, it is a true style icon for women who never go unnoticed. Cartier has given Sofia Coppola, 2017 Cannes award winner, carte blanche to create a commercial around the new collection. However Cartier China needed to create a local campaign to resonate with their audience because it's the first launch of this product in China.
The local commercial is a collaboration between chinese actress Ma Sichun, award-winning director Susie Au and graffiti artist Hua Tunan to create a unique film in a urban jungle. Reaching over 5M views after a couple hours after the lunch of the campaign and with branded contents focus to drive customer to We-boutique (the online selling platform from Wechat), this collaboration is a great success for the first launch of Panthère de Cartier in China.
