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A starring role for the Santos de Cartier
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A starring role for the Santos de Cartier

Thursday, 26 April 2018
By The FHH Journal editors
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The FHH Journal editors

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A starring role for the Santos de Cartier

Jake Gyllenhaal fronts Cartier’s new ad campaign in a 60-second film directed by Seb Edwards that highlights the Santos and its origins on the wrist of one of the pioneering fathers of flight.

The film is inspired by the persona of Alberto Santos Dumont. A friend of Louis Cartier, this pioneering aviator was devoted to the skies. His life was dominated by his quest to push the boundaries of the possible and make his dream come true. This story of irrepressible ambition is told in 60 seconds that capture the thrill of adventure and his almost mystical pursuit of take-off.

To capture in images this fearless and free-spirited quest to escape the constraints of reality and attain the unknown, Cartier approached Seb Edwards, a British director who trained in New York and is known for his award-winning campaigns.

I wanted to create a Fellini-style fantasy world to tell the thrilling story through the eyes of Cartier, in the most immediate way possible. I tried to capture the spirit of Alberto Santos Dumont and his obsession with flight, speed and danger. I like to imagine what his dreams might have looked like… and come up with some wild imagery, a kind of abstract fantasy… – Seb Edwards

Seb Edwards brings to the Cartier campaign his powerful signature, extraordinary aesthetic and mythical, reference-laden poetry. The artistic collaboration with American actor and producer Jake Gyllenhaal proved thoughtful and rewarding. The Santos de Cartier legend is set to keep our heads in the clouds.

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