Hermés presents a New Interpretation of Time Through Artists’ Lens – One thing is for certain, you can never go wrong with Hermés. The French Fashion Design Brand is the zenith of luxury, style and exclusivity. The brand implies in its work art and commitment like no other. Always in the fashion’s frontline, this time, Hermés decided to capture time in a unique and rather creative way. No, this has nothing to do with fashion, but simply with digital art. The French fashion brand created a special film series that becomes incredibly interactive through the use of a mobile platform. Join CovetED Magazine a find out more!
targeting its watch franchise, “Time, an Hermès object,” is a unique campaign that combines interactive elements with avant-garde filmmaking in a perfect symbiosis. Leveraging QR codes and vertical video, Hermès seeks protagonism in the marketing world.
An Interpretation of time
Hermès is making the users travel around the world, with an amazingly crafted premise of experience time in different ways through their mobile platforms.
The brand sought the help of various artists around the world to capture what time means to them using their smartphones to produce an animated live-action representation of the idea. The 24 videos symbolize the 24 hours in a day and have a mobile website to hold all the ties together.
The users can scan a QR code or visit Hermès’ campaign site to experience the unique film campaign. Viewers can select a wide variety of cities they wish to visit, where an analogue clock will adjust to the time zone there.
For instance, one can select New York, causing the clock to adjust to the current New York time before transporting viewers to the film that represents the city. The film showcases a New York city street in the flat iron district, where a cartoon man is featured sitting atop a clock tower on the street.
Once the video ends, Hermès informs viewers when the next New York film will air and encourages users to travel to another city such as Buenos Aires. Once users click on the next city, a similar experience occurs.
Hermès’ mobile site. Image credit: Hermès
For instance, the Buenos Aires short film showcases a woman entering a café and sitting down to drink a cup of coffee, which then becomes warped, with the footage bending beautifully in a circular frame.
Along with the film initiative, Hermès created a short teaser that shows a cartoon drawing of a woman overlayed on a video of a city street. She blows kisses with her hand, and each time her hand moves a street light countdown changes numbers.
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The Source: Luxury Daily