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Bonjour Paris reveals the beauty of watchmaking through Audemars Piguet's latest brand campaign.

Since 1875, the Swiss Manufacture has been shaping time. To bring that heritage to life, it chose to center what matters most: the watches themselves. As the industry turns to 3D and AI, Bonjour Paris opted for authenticity, working with motion control and live action technology that doesn’t shy away from capturing imperfections.

Working with photographer Laziz Hamani, director Daniel M. Cox, and craft photographer Adrien Sgandurra, and using Cinemotion technology, the shoot plays with the contrasts of light and shadow to create a poetic sense of depth. These techniques were adapted for each of the 10 iconic timepiece models, revealing their unique finishes and distinctive features.

Across a four-set production, generating more than 400 unique assets, Bonjour Paris’ campaign for Audemars Piquet shines a light on the models that have shaped the Manufacture's identity, inviting us to look at them from a different perspective. Complications, calibres, and watchmaking details become the protagonists in a world where material, light, and movement reveal the sophistication of each piece.

From watchmaking craft to the craft of the image
At a time when imagery is increasingly shaped by digital advancements and artificial intelligence, Audemars Piguet is claiming a deeply physical, hands-on approach, echoing the precision of the human gesture that defines the Manufacture.

This direction shaped how Bonjour Paris crafted the brand’s campaign content. Each sequence was created with intention by the agency, from the camera movements, plays of light, and perspectives to the way materials evolve on screen.

Every facet of the case, the bracelet, or the open-worked calibre becomes a graphic element in its own right, where reflections shift, materials reveal themselves, and shapes evolve. The watch then becomes more than something to look at, as its intricacies are explored through movement.

A four-handed process
Bonjour Paris supervised the production, entrusting Ocurens with set design and working in close collaboration with Laziz Hamani to ensure continuity between the campaign's films and stills.

The production setup is part of a 360° vision, centered on Audemars Piguet’s craftsmanship and bringing together savoir-faire, product and lifestyle: from the precise engineering of the master watchmaker to the geometry of the timepieces revealed through robotic camera technology to their place in contemporary moments of life.

Rolled out globally throughout the year, the campaign has taken over international locations, including Piccadilly Circus in London and the billboard screens of Chengdu, China.