The second film of Baume & Mercier’s three film-series, created by Mazarine and produced by 5e production, was released last week, centred on the professional bond between on-screen star Chen Kun and director Rain Li.
The first film, titled “Union” was released on 20th September, a date which when read in Chinese sounds like “love you forever”.
Baume and Mercier: Union | 名士表首支宣传片
Shanghai-based French agency Mazarine has worked for the Swiss watch brand in China for two years, though this was Baume and Mercier’s first film series created specifically for the China market. The aim was both to increase brand awareness and promote the new ‘Bridal’ collection of watches for couples.
陈坤与李晓雨导演 | Chen Kun and Director Rain Li
In 2015, Mazarine ran a print campaign with the tagline ‘Life is about moments’. The film series seeks to define what that means. “People nowadays care more about visual storytelling plus these types of emotions are so subjective that it’s better to see it, to feel it”, explains Mazarine Asia General Manager Yann Jaussaud.
That message, it was decided, would be best communicated by a brand ambassador, namely Chen Kun, a hugely popular singer and film actor, and one of the most followed stars on Weibo. He was chosen not just for his performing, but also for his efforts to promote self-discovery and spiritual awareness, notably in his walking journey through Tibet chronicled in his 2011 book “Head to East, in the Direction of Peace”. The star embodied the brand values of generosity and elegance, and provided a powerful conduit for the Swiss brand to reach the Chinese audience.
陈坤《突然就走到了西藏》| Head to East, in the Direction of Peace, by Chen Kun
Shot in elegant black and white in-keeping with Baume & Mercier’s global identity, the first film of the series was about the small decisions we make that can ripple to have such a powerful impact in our relationships and our lives.
Two young people sheltering from a downpour beneath a Baume & Mercier awning are stuck by a momentary attraction. Rather than playing the romantic lead, Chen is the generous enabler that encourages the young male lover to follow his impulse and pursue the girl. Without Chen’s character, the connection would have been lost as quickly as it appeared. “The idea was he has to be a little apart from the love story, but providing the brand’s values and emotions to the story,” says Jaussaud.
Baume & Mercier Transmission | 名士表第二支宣传片
Shot on the same day was the newly released second film, taking us outside of the Union story and behind the camera to the connection between Chen and director Rain Li. Li certainly meets a brief that called for a director able to forge an authentic relationship with Chen and look the part in front of the camera. The title of the second film reflects the shared on-set moments between the pair.
Jaussaud insists “Transmission” is more than a standard ‘behind the scenes’ film though, explaining “It was real action and something true, but we don’t say this is the real Chen Kun because he is an actor playing a character. It is a fine balance.”
The release date for the final film is yet to be confirmed.
- 监制：Lucas Lechevalier / Matthieu Belin
- 剪辑师：Yu Ye
- Agency: Mazarine China
- Production: 5eProductions
- Executive Producer: Lucas Lechevalier / Matthieu Belin
- Director/DOP: Rain Li
- Editor: Yu Ye