A. Lange & Söhne
Creating the next generation of content for a German watchmaking icon.
Project:
Launch films for A. Lange & Söhne's iconic new timepieces
Client:
A. Lange & Söhne
Services:
Concepting and Idea generation, Storyboarding, Creative Direction
A. Lange & Söhne, was founded in 1845 and is one of the most revered luxury watch brands in the world. Built by hand in Dresden, East Germany, each watch is hand assembled and represents the epitome of understated, German design and engineering. Form and function in perfect balance.
The Brief:
Make A. Lange & Söhne's content stand out from others in a category, where one watch Ad, often tends to look like all the others.
They wanted to remain true to the brand's heritage whilst positioning themselves as a modern brand which marries classical artisan watchmaking techniques with understated, contemporary German design.
Solution:
The goal was to achieve a sense of effortless beauty and precision…
Telling the story of the brand’s commitment to creating some of the world’s most beautifully crafted and accurate timepieces. Letting the watches speak for themselves whilst giving the films narrative purpose.
Activity:
We created hero content, and from this film, a range of other versions were quickly created and rolled out across the brand’s digital channels.
As well as digital channels, specific versions of the films were created for use at exhibitions and at A. Lange & Söhne boutiques and other points of sale around the world.
Results:
The announcements of the watches generated huge buzz and pre-ordering amongst collectors.
We continue to work with the brand on their content strategy and content creation, building on a 2-year working relationship with a heritage brand that is acknowledged by many as one of the forefathers of the world-famous “German Engineering", a mark of quality, precision and understated functional design.
