Breitling | The Sound of Watchmaking
Breitling | The Sound of Watchmaking is the latest work by directing duo Bonamaze. Shot for luxury watch brand Breitling, the campaign was created to engage with the social media audience with a focus on TikTok. The result is a series of assets consisting of a longer and more comprehensive hero cut, complemented by several episodes to be shared across social media.
The campaign illustrates the craftsmanship involved in Breitling’s watchmaking process in a playful, cool and accessible manner. It captures the mood in which the watches are made, but also the brand’s essence of being about the people, focusing on real moments, real sounds and real people. In just under a minute, Breitling | The Sound of Watchmaking takes us on a journey in the creation of a Breitling watch, meticulously layering how the different elements are created, assembled and quality controlled.
The campaign alternates technical macro beauty shots with real life moments where the watch is being used. Each scene not only "shows” the storytelling, but also works to enhance the accompanying sound. This song plays a key role in maintaining the audience engaged by creating a unique rhythm carefully composed of watchmaking sounds, lyrics and beats, reflecting the identity of a brand that strives for precision.
Gilad Avnat, Stav Nahum
Original directing, videography, production, music and arrangements by Gilad Avnat and Stav Nahum aka BONAMAZE - a directing duo specializing in the creation of a visual sound experience 100% made in-house. Sampling hundreds of original sounds produced by the universe, BONAMAZE injects them into their musical videos to present whatever the subject may be in the most exciting way. BONAMAZE’s distinctive flare for sound has marked campaigns for Coca-Cola, Cheerios, M&M’s, Snickers, and more.
