PASHA DE CARTIER : 2020 - 2021

​​

In 2019, Cartier approached Baron & Baron to pitch for a campaign to celebrate the relaunch of their Pasha de Cartier watch—their first round wristwatch introduced in 1943 which became a symbol of power and success in the 1980s because of its oversized extroverted design. Inspired by its heritage and the graphic nonconformism in the design—the square within the circle—I lead the creative team to develop a campaign that amplifies the codes of this maximalist timepiece and celebrates the singularity of those who wear it. Casting Troye Sivan, Rami Malek, Maisie Williams, Willow Smith and Jackson Wang, we formed a Pasha community of creative individuals who were connected by the drive to reshape time. Featuring campaign film directed by Fabien Baron, photography by Craig McDean and Interviews directed by Gregoire Dyer, we crafted a 360 campaign that embodied the Pasha spirit.