The Challenge Capture the bold essence of a collaboration between two worlds: Zenith’s heritage of fine watchmaking and Felipe Pantone’s boundary-pushing visual universe. The challenge lay in balancing the technical sophistication of the El Primero movement with the artist’s vivid, fast-paced aesthetic. We had to craft a visual language that spoke to collectors, art lovers, and digital natives alike.
  

Our Approach We built the campaign as a modular series of pills and a hero film, each centered around key design elements of the watch and Pantone’s signature gradients, patterns, and kinetic illusions. Every visual choice was guided by the precision and rhythm of the movement itself. We layered CGI mechanics with abstract sculptures, light distortions, and vibrant color theory to create a true visual dialogue between form and function.

The ExecutionUsing high-fidelity 3D and motion design, we produced four short “pills” and one long-format visual piece. Each sequence zooms into the mechanics of the watch, the star rotor, the rainbow hands, the layered dial, and expands them into immersive, audiovisual moments. Textures shift, reflections ripple, and the geometry pulses in sync with the chronograph’s inner beat. Pantone’s visual language was translated into animation, materiality, and structure. 


The ResultThe campaign became a centerpiece for Zenith’s digital launch, engaging both niche audiences and the broader design community. It elevated the collaboration beyond product photography, creating a hybrid experience between commercial content and visual art. It captured time as something emotional, not just mechanical.