In Omega's 2013 image film, our world is nothing but a mechanical watch movement, which is a perfect masterpiece both in its parts and as a whole.
How can a revolutionary technological novelty be translated into the language of everyday life? The Omega co-axial escapement, as important as it is in the development of mechanical movements, posed a communication challenge that was, with some exaggeration, just as great as the creation of the escapement itself.
Omega's integrated marketing communication strategy was built on three pillars: the detailed presentation of the technology was emphasized in the trade press and professional blogs, while the general (commercial) communication focused more on the product advantages associated with the development. The task of the Milan-based MHMNS agency was to translate the technology into the language of emotions.
The dreamlike, 70-second, 3D animation is essentially a series of allusions that weave together the milestones of the brand's history.
This universe is built from the gears of outstanding human achievements. The world made up of wheel systems, date discs, balance wheels, bridges, and hairsprings is full of life, dynamics, and interaction.
The conquest of the oceans and the Moon, the outstanding human achievements of the Olympics are, in fact, the heart-pounding, special episodes of the Great Human Adventure. These are moments that have become intertwined with the brand's 170-year history. In the image film, these stories are brought to life by small gears that ultimately come together to form a single, perfect watch movement.
The brilliantly crafted animation Harry Gregson-Williams music (in which at times it seems to echo one of the musical motifs from Lord of the Rings) completes it.
„There are movements so perfect, you’d hardly think they were made by humans”
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