Mill+ Creates Another Eye Catching Campaign for Cartier
The Mill's Creative Content Studio, Mill+ has teamed up with our friends at Cartier, again, to deliver a culturally rich 360 campaign, complete with a beautiful hero film, social content, and photography for print. From creative ideation and concepting, through to pre-production, production and post-production, this was an end-to-end Mill+ project that highlighted the teams impeccable ability to tell stories and connect with audiences.
Celebrating the holy month of Ramadan and encapsulating all that it stands for, the hero film features Friends of the Maison, coming together, from all over the globe. The message is one of communal gathering, spiritual development and devotion. We watch as the friends follow the moonlight, to find each other beneath the crescent moon, heralding the start of Ramadan.
Creative Lead, Bradley Fletcher dives into the creative process -
'Capture the spirit of Ramadan.' That was the film brief our friends at Cartier came to us with. Alongside that was the photography brief, to get print quality stills with the talent in 15 minutes.
The spirit of Ramadan is something that is hard to authentically represent. It’s one of charity, of family, of friendships. With only 30 seconds, we wanted to narrate our story with grace and give multiple communities their moment. We decided that the moon, the signifier for the start & the end of this holy month could be our guiding force. We then had the talent, a powerful set of figures located across the Pan-Arab community. In our film they were to be the centerpiece, and through their expressions we could reflect back the emotion of this moment. Guided by an intriguing, enticing, beautifying moonlight, their journey, although separate, is connected. Brought together through clever camera choreography, seamless transitions, and a synchronous approach to light. The gentle gradient glow of dusk and the silvery luminescence of the moon created that enchanting ambience that felt in sync with the brand. Soft and peaceful, never veering into something dark or moody. It was then our decision to only reveal the crescent moon at the end of the film, to play it as our climax that, until this final scene, had only been an intriguing presence.What we’re left with is something slightly magical, sensorial, a journey that brings together Cartier’s Friends of the Maison from across the Middle East in unity.
With the photography we wanted to continue this unity. To represent a diverse range of countries (Tunisia, Turkey, UAE, Lebanon, Egypt) by letting the Friends of the Maison become the faces for these product shots. We acted fast, working simultaneously with the moving image shoot to capture everything without delay and in perfect Cartier detail. It was wild, it was fun.
