To launch a new range of 2018 watches, Graff Diamonds approached us to create a series of short 3D animations, drawing upon the unique design from the Metiers d’Art – Graffiti range. We took elements from the watch face itself; a collection of hand-painted manga-style characters and icons in 10 unique hues that we would blow up in 3D and positioned looming over the watches, creating a larger-than-life representation.
We carefully built the white ‘photo studio’ that the animations are modelled in, making sure that the lights within the ‘room’ are placed perfectly above the watch and objects. This allows them to cast subtle shadows as they loom large over the watch. We then applied a ‘hand-painted’ texture to the objects, making them appear tactile and glossy, especially in close up frames.
With this treatment and composition, the watch range feels fun, vibrant and a little psychedelic! The videos and images have been used widely across Graff’s social media, website and seasonal magazines, reaching a global audience and gaining a lot of attention, and was also a main feature in-store, especially in Tokyo where these watches were mainly marketed.