10:10 is the time of day in the watchmaking industry for each advertising visual. This diktat is imposed by the entire industry for marketing reasons. It is at 10:10 that the hands allow the watch face to be appreciated at its best. The hands, as a sign of victory, leave all the space for the logo, the date at 3 o'clock, the auxiliary dials, the power reserve and the other features of the timepiece.
The Insign agency commissioned us to produce visual content for its client Pequignet, a flagship French watchmaker of the highest calibre. The concept of the campaign was to pay homage to the free spirit of Pequignet, to that disconcerting French elegance that plays with codes with humour, like an impetuous 'French kiss' addressed to an entire highly codified industry.
Based on this concept, we worked with the agency to design, sketch and photograph a series of 10 photographs, each telling a unique story. The watch appears in each photograph, at an unexpected moment in the day of one of the brand's personas: as an extra padlock on the Pont des Arts, a napkin ring in a Michelin-starred restaurant, drying on a kitchen credenza, or serving as a makeshift link to temporarily repair a bag. Each photograph focuses on a specific moment of the day, breaking away from the 10:10 rule to create a more realistic timetable that reflects the story we're telling.
