Piaget Possession: Turn for the Better ft. Hu Ge (2019)

Taking a 'cinematic lifestyle' approach, the film portrays a group of friends of the "Piaget Society" indulging life - individually, professionally, in relationship, coming together socializing, etc. in a montage fashion projecting an admirable lifestyle of elegance, radiance and joy. The montage is edited in a way that effectively injects the 'turning' of the Possession rings as a visual cue that triggers their positiveness to life, and the diverse range of Possession collections featured in the montage become visual bridges that interconnect each moments. One of the strongest visual cue to the montage is that- seamlessly portrayed 'among-st' the friends of the "Piaget Society" is HuGe. This approach of inter-cutting between 'regular talents' and 'celebrated icon', projects a bold stance taken by the brand and elevates its impression as a brand 'bigger' than the icon. With this idea, we break away from linear story telling, and focus on projecting a strong branding video of visual impression. While the visual format follows a contemporary montage, popular especially among-st fashion brands (see reference), the visual originality lies in that all the scenarios, settings and situations portrayed in the montage are of 'fantastical lifestyle' exclusive in outlook and admirable in impression.