Cartier - Culture of Design
Cartier launched its Tmall Super Brand Day campaign in its Tmall flagship store 2nd year anniversary. The campaign is launched in all digital social touchpoints with a series of localized content created by Mazarine Asia Pacific.
It is the first time Cartier promotes its seven icon collections in one campaign to present its culture of design.
With this initial concept in mind, Mazarine AP came up with a campaign concept and narrative that tell the story of culture of design, from aspects of simple lines, precise shape, perfect proportions and details for each icon piece – Love, Juste un Clou, Trinity, Santos, Tank, Balloon de Bleu, and Panthère.
To fully tell the story in different angles, Mazarine proposed and created different kinds of content for different social communication channels.
Content videos are created for five celebrities to showcase different iconic pieces. Brand ambassador Li Xian is featured with the iconic Tank watch to showcase the design details.
Continuing the concept of design culture, the livestream presents the story of Cartier's seven iconic pieces reflected in the purity of line, perfection of form and precision of proportion.
To better create the narrative through the livestream, Mazarine Asia Pacific uses Augmented Reality technology in the livestream to vividly present the iconic pieces and their design. The technology provides a seamless and immersive experience for viewers.
Other projects
CARTIER HIGH JEWERLY - « CRAFTMANSHIP »
Mazarine Image pays tribute to CARTIER’s artisanal expertise with its new HAUTE JOAILLERIE collection, reinterpreting the world of “CRAFTMANSHIP” through a variety of shapes and colors.
Mazarine propose une interprétation spontanée et contemporaine, pensée comme une célébration du geste créatif originel. Faisant référence aux pierres taillées et facettées de Cartier ainsi qu’à la palette d’aquarelle que les gouacheurs utilisent, cette série Edito donne vie aux pièces de haute joaillerie de la maison.
Mazarine offers a spontaneous and contemporary interpretation, conceived as a celebration of the original creative act.
Drawing inspiration from Cartier’s cut and faceted gemstones as well as the watercolor palette used by gouache artists, this Edito series brings the house’s fine jewelry pieces to life
At brands’ side are 50 talented consulting, creative and production advisors, who shape, magnify and provide meaning through image.
Passionate about brands’ boundaries, their heritage and their expertise, Mazarine Image works with Maisons in building lasting brand platforms, defining singular graphic territories, and creating print and digital content as if they were objets d’art.
CARTIER - LE CHŒUR DES PIERRES
For the 10th consecutive year, Cartier has entrusted Mazarine Image with creating its new High Jewelry campaign, “LE CHŒUR DES PIERRES.”
A High Jewelry campaign is not merely a luxury campaign; it is the quintessence of the art of jewelry making. These unique pieces demand exceptional communication.
“AT CARTIER, IT ALL STARTS WITH THE GEMSTONE”
This new High Jewelry collection is an ode to the gemstone. A gemstone that, like a muse, inspires Cartier’s creations.
Mazarine Image elevates this collection with an artistic approach rather than a purely promotional one, creating several immersive worlds centered on “ Chœurs des pierres ” resonant and precious, through embodied visuals, still lifes, and its hero film, which takes us on a journey to the heart of each gemstone.
This project is about ART, the House’s most artistic expression.
It is an immersive visual and auditory experience that transports the viewer into the heart of several worlds of gemstones.
Guided by the panther, the embodiment of the House’s jewelers’ vision, the narrative gradually reveals the most spectacular pieces of the “ Chœur des pierres ” collection through the panther’s eyes.
At brands’ side are 50 talented consulting, creative and production advisors, who shape, magnify and provide meaning through image.
Passionate about brands’ boundaries, their heritage and their expertise, Mazarine Image works with Maisons in building lasting brand platforms, defining singular graphic territories, and creating print and digital content as if they were objets d’art.