Jake Gyllenhaal stars in the new Santos de Cartier campaign. The avid motor-flight pioneer Alberto Santos-Dumont was a good friend of Louis François Alfred, the son of the Cartier founder Louis François. Together they worked on one of the world’s first aviator watches in 1904. More than 100 years later, the French luxury label is celebrating the new »Santos de Cartier« collection with a 60 second film by director Seb Edwards. “I wanted to create a fantasy world in the style of Fellini, to tell the exciting story through the eyes of Cartier as directly as possible. I’ve tried to capture the spirit of Alberto Santos-Dumont and his obsession with flying, speed and danger. I try to imagine what his dreams might have looked like … and show a wild imagery, a kind of abstract fantasy … ” says Edwads about the campaign.
BY: Jake Zywiol
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