“We are as attached to the quality of time as we are to its measurement,” says Cartier.
With Time Project, the company explores the potential, intimacy and precious nature of time. Cartier tells us that a suspended minute offers us every possible choice: to dream, to doubt, to laugh, to cry, to hesitate, to contemplate or to play… We then realize the quality of the present moment.
Time project is a digital experience imagined and implemented by Immersive Garden for Cartier. The project is part of a strategic vision by Alexandre Saad, Identity Digital Manager at Cartier, which marks a turning point in the French jeweler’s digital presence. Gone are the days of a simple declination of the physical world, and digital now plays the role of a new showcase, conducive to offering new experiences to the public. A strategy that has paid off, since the various digital experiences born of this logic have won twelve awards from key players in the digital world: FWA, Awwwards, Css Design awards.
We were asked to respond to a sound-related problem encountered during production: in Time Project, we navigate between twelve filmed performances by actor Jake Gyllenhaal. The videos, signed by Solve Sundsbo, are illustrated by the music of Warren Eliis. But once the videos are finished, the absence of sound is noticeable, creating a break in the immersion intended by our interlocutors.
This project is a perfect illustration of the powerful role of sound design: to convey emotions and enhance the experience, while meeting precise specifications.
The music had to fit the medium, be coherent with the brand and integrated into the project. Creating music for this type of medium is a subtle balance between character and discretion. It has to be powerful enough to create emotion and identity, but not so powerful that it becomes tiresome over time. It also has to be fairly minimalist and discreet, so as not to overpower the experience itself. We made sure that the music contrasted with that present on the videos, but that the two coexisted musically, so that the transition between the videos and the navigation was smooth and fluid to the ear. And of course, the music had to fit in with the Cartier brand universe.
This project embodies Cartier’s commitment to creating unique experiences that captivate and move. By solving the challenges of sound immersion, it illustrates how sound design can enrich artistic and emotional expression.
The success and industry recognition validate the direction taken by the company’s digital strategy, marking a new chapter in the history of Cartier’s digital presence.
Time project marks the beginning of a long-term collaboration between Mooders, Cartier and Immersive Garden.
