Boldness wins big
September 30, 2010 Stories

Boldness wins big
From the Origins to Today
From the Origins to Today

Audemars Piguet’s institutional film has won several awards. This short clip is an eloquent account of the manufacturer’s history and values.

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A messenger on horseback gallops over the snow-covered fields of the Vallée de Joux. He is delivering a package to the workshop of Jules-Louis Audemars and Edward-Auguste Piguet, in the village of Le Brassus. On this evening in 1882, the two enthusiastic watchmakers are patiently designing their first complication watches in the light of a gas lamp. These same models are to be found today, more than 150 years later, in Audemars Piguet’s brand-new production facility located in the same village.

These scenes from the past, illustrating a long tradition of watchmaking know-how, are taken from a documentary movie about the brand. It was produced by Point Prod, one of Switzerland’s leading corporate, advertising, and television filmmakers. The clip was awarded the prestigious “Best Corporate Film Prize” at the Grand Prix Romand de la Création last year. Last November, it won the “Special Effects Prize” and the “Camera Prize” at the Zurich EDI festival.

What led to this success? “Audemars Piguet wanted an approach that captured the values of the manufacturer – excellence, tradition, and boldness. Because excellence and tradition are values shared by competing companies, we capitalized on boldness, by ourselves being bold in the way we made the film,” explains Arnaud Berdal, a producer at Point Prod. Most of the action was shot in a Geneva studio, except for the outdoor scenes. This made it possible to heighten quality by controlling such factors as lighting and camera movement. Another strong point is that Parisian filmmaker Julius Berg opted for image-processing and narration typical of an advertisement or a short-fiction clip, instead of the “news-reporting” style frequently used in traditional institutional films.

Point Prod: www.pointprod.ch

Julius Berg: www.juliusberg.com