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CHANEL J12 MOONPHASE WATCH

Chanel J12 launched two black and white high-tech ceramic and titanium watches. The ambition for the Chanel J12 was to take the user on a journey to the stars and back.

Campaign Goal

The goal of the moon phase campaign was to increase awareness and drive interest through interactive on-site experiences and bespoke visual assets.

Concept

Using the vastness of the universe as a backdrop for the cyclical phases of the moon, and ebb and flow of time, our ambition with this campaign was to take visitors on a journey to the stars and back and to choreograph this epic journey around a premium experience for describing the collection timepieces.

Landing Page

The ambition for the Chanel J12 Moonphase campaign was created to explore the watches in a way that was more than just a viewing gallery. The solution was to suspend the watch in space and allow the user to rotate it in 3 dimensional detail. The animated landing page travels from “Earth” to “Space” and was designed to work in HTML and on all mobile devices. The website navigation conveys seamless movement and a sensation of space and weightlessness. Alongside facilitating effortless exploration of the whole collection, the user can easily discover all aspects of each watch, and access instructions to set up their own 'Moonphase' function.

1. Introduction

The first screen that the visitor sees is Earth. This sets the mood of the campaign, giving a premise that goes beyond expectations.

2. Product appearance and range

Every watch was photographed as a sequence of orbiting watches inside the studio that simulated high contrasting light in space.

3. Product quality

While exploring the watch the viewer has the ability to learn about each unique quality of the watch.

4. Craftsmanship in every detail

By hovering on different parts of the watch, we highlight the craftsmanship of the particular elements.

5. Connection to the moon

The unique value of the watch is that it corresponds with moon phases. The viewer has a chance to find the current moon phase and start setting his watch.

6. How it works

There are 3 steps required to set up the watch. Because of this we highlighted the necessary parts of the watches as real photographs while leaving the rest as a star-like constellation.

7. Find a place to buy a watch

The viewer has the playful option to rotate the planet Earth to find a store in their country.

8. Enhancing the store location visual experience

To make the process even more interactive, the user can rotate the Earth between day and night.