A modern twist on the artisanal craft of watchmaking.
Tech accessory brand boAt’s unique blend of style, affordability and high-quality sound resonates strongly with Indian youth. So, when boAt prepared to launch the Enigma series of luxury smartwatches, they sought to combine the best of traditional analogue watches with the contemporary to create something refreshingly new. Drawing on the Renaissance, an era where the old was reinvented in light of the new, we aimed to mirror the revival of the analogue watch's charm in the form of a modern smartwatch through two compelling CGI animations.
Storytelling inspired by ancient myths.
While we drew on the Renaissance for inspiration, we wanted to localize the idea and form a connection that was both culturally relevant and universally appealing. We achieved this be drawing parallels between the pantheon of gods in classical Roman and Indian cultures. From piercing the cloud cover to mirror the ambition of Icarus to evoking Mercury in a watch face’s mercurial sheen, gorgeous 3D renders encapsulate the spirit of each watch.
Directed by Media.Monks
Srajal Mandwal, Ritesh Rai, Marcus Dindin