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How Deep Is Your Passion?

How Deep Is Your Passion?

Michael Carnevale

Michael Carnevale

June 4, 2018

The Octopustore is here to help you find out.

"The main idea was to create an immersive experience, something graceful."

Octopus Watches takes us to the depths of the ocean in this beautifully filmed and scored campaign for their newest timepieces. Xavier Beauregard, Chief Creative Officer of HUMANSEVEN, gives insight into the execution of this spot, how CGI wasn’t an option, and the difficulties of filming a highly supervised and unpredictable animal.

 

The style of this spot is very cinematic; why’d you choose this form of storytelling?

All divers will tell you diving is something fascinating and poetic. With “Octopustore,” the main idea was to create an immersive experience, something graceful. This kind of cinematic narration was an obvious choice for us.

What’s the storyline, and how’d your team come up with it?

This is a launch. The use of the octopus, since it is the symbol of the brand, should naturally be part of the storytelling. The creatives came up with the idea that this octopus could be like a regular shopkeeper in a store, with his or her own way of delivering the watch to the client.

"If it had decided not to move, we would have been unable to produce the film."

Tell us about the choice of music for this ad.

The cello has something fascinating and exhilarating about it. It was a key ingredient from the very early stages of the project. It helps to create a dramatic and mysterious atmosphere. The music is an original composition that allowed us to sequence the film into three different parts: the descent, the discovery of the installation, and the ascent of the watch. It was designed up front and, therefore, played an essential role in the final editing of the film.

How does this film show off the features of the watches?

One of the outstanding aspects of these watches is their extraordinary waterproofing. The model used in the film was subjected to pressure tests 1000 meters deep. This type of performance is due to the incorporation of a helium valve. We placed these watches in their natural environment: depth in the ocean. We were obviously not 1000 meters deep, but the overall feeling of the film makes it possible to associate the watch with this technical characteristic.

Any interesting moments during the shooting of this film?

Our main concern was how the octopus would react. If it had decided not to move, we would have been unable to produce the film. All scenarios were considered. We didn’t have the budget for the use of 3D. You can imagine our joy when it began to move and plunged naturally into the second part of the installation.

And film shoots with such species are rigorously supervised. Once the shoot was over the octopus was handed over to a marine zoo in the area.

"The main idea was to create an immersive experience, something graceful."

Octopus Watches takes us to the depths of the ocean in this beautifully filmed and scored campaign for their newest timepieces. Xavier Beauregard, Chief Creative Officer of HUMANSEVEN, gives insight into the execution of this spot, how CGI wasn’t an option, and the difficulties of filming a highly supervised and unpredictable animal.

 

The style of this spot is very cinematic; why’d you choose this form of storytelling?

All divers will tell you diving is something fascinating and poetic. With “Octopustore,” the main idea was to create an immersive experience, something graceful. This kind of cinematic narration was an obvious choice for us.

What’s the storyline, and how’d your team come up with it?

This is a launch. The use of the octopus, since it is the symbol of the brand, should naturally be part of the storytelling. The creatives came up with the idea that this octopus could be like a regular shopkeeper in a store, with his or her own way of delivering the watch to the client.

"If it had decided not to move, we would have been unable to produce the film."

Tell us about the choice of music for this ad.

The cello has something fascinating and exhilarating about it. It was a key ingredient from the very early stages of the project. It helps to create a dramatic and mysterious atmosphere. The music is an original composition that allowed us to sequence the film into three different parts: the descent, the discovery of the installation, and the ascent of the watch. It was designed up front and, therefore, played an essential role in the final editing of the film.

How does this film show off the features of the watches?

One of the outstanding aspects of these watches is their extraordinary waterproofing. The model used in the film was subjected to pressure tests 1000 meters deep. This type of performance is due to the incorporation of a helium valve. We placed these watches in their natural environment: depth in the ocean. We were obviously not 1000 meters deep, but the overall feeling of the film makes it possible to associate the watch with this technical characteristic.

Any interesting moments during the shooting of this film?

Our main concern was how the octopus would react. If it had decided not to move, we would have been unable to produce the film. All scenarios were considered. We didn’t have the budget for the use of 3D. You can imagine our joy when it began to move and plunged naturally into the second part of the installation.

And film shoots with such species are rigorously supervised. Once the shoot was over the octopus was handed over to a marine zoo in the area.

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