The Cartier Always On campaign invites you to discover the House’s creations in unexpected, sometimes unconventional situations, where the passage of time becomes a game.
Each scene offers a new way to reveal Cartier’s elegance and audacity, in a contemporary and poetic setting. As the image plays with speed, depth, or perspective, the sound must find its perfect balance.
For these ten videos created for Cartier, each visual fragment became a miniature territory where an intention, a breath, a feeling could be condensed.
The House wanted a series of very short formats to explore the quiet intensity of Cartier objects—their weight, their brilliance, their movement.
Produced by Supermint, the campaign explores the quiet intensity of Cartier objects—their weight, their brilliance, their movement.
Continuing a long-standing collaboration, our role was to enrich these visual variations with a subtle, coherent, and distinctive soundscape.
Focused on the virtuosity of visual gesture, the video formats explore various techniques: slow motion that stretches time, dolly zoom that creates gentle tension, 180° rotation that disrupts perception.
We composed an electronic and organic soundscape, ethereal yet precise, designed to complement the very short tempos of GIFs. Discreet, almost metronomic markers serve as internal reference points; some GIFs open the door to a more playful gesture, always enveloped in a rich reverb that adds air and depth.
The rhythmic textures, slightly blurred by space, extend the intensity of the camera movements without ever overpowering them. Each micro-format thus becomes a small sonic playground, calibrated to allow the image to breathe and reveal its emotional charge.
À travers ce projet, nous affirmons notre conviction : le son est un puissant vecteur d’émotion et de cohérence pour les marques.
Dans un format aussi bref que le GIF, il devient un fil subtil qui relie les intentions visuelles, harmonise les gestes de la caméra et crée une continuité sensible d’un fragment à l’autre. Il offre un espace où l’œil et l’oreille se répondent, où l’instant se densifie.
Through this project, we affirm our conviction: sound is a powerful vehicle for emotion and brand coherence.
In a format as brief as the GIF, it becomes a subtle thread that connects visual intentions, harmonizes camera movements, and creates a seamless flow from one fragment to the next. It offers a space where the eye and ear respond to each other, where the moment is imbued with depth.
With this campaign, Cartier continues to offer subtle, consistent, and enduring expressions, designed to accompany the evolution of its aesthetic codes without ever freezing them.
Each project becomes a new variation on the same sensitive territory: precision, light, and controlled intensity.
A work where sound doesn’t illustrate: it accompanies, amplifies, suggests. It adjusts to the visual material like a parallel breath, attentive to what surfaces in every gesture, every camera movement.
With Cartier, these short formats thus become a delicate testing ground, where musicality is measured in nuances, textures, and micro-balances.
A way of refining, through collaborations, a sonic language that finds its precision in simplicity.
