Longines
Client
Longines, (agency project)
Role
Graphic Designer & Art Direction support
Services
Branding
Art Direction
Motion, 3D
Web design
Year
2022
Context
Longines needed a Christmas campaign built to travel. Designed to live across social media, brand boutiques, and digital touchpoints, the project had to work as a globally scalable system, letting local markets adapt and deploy assets across formats and languages without losing coherence.
The creative challenge was to deliver something festive and visually strong while structuring nine watches across three collections into a flexible, consistent framework, usable by every market where the brand is present.
Longines
Client
Longines, (agency project)
Role
Graphic Designer & Art Direction support
Services
Branding
Art Direction
Motion, 3D
Web design
Year
2022
Context
Longines needed a Christmas campaign built to travel. Designed to live across social media, brand boutiques, and digital touchpoints, the project had to work as a globally scalable system, letting local markets adapt and deploy assets across formats and languages without losing coherence.
The creative challenge was to deliver something festive and visually strong while structuring nine watches across three collections into a flexible, consistent framework, usable by every market where the brand is present.
A Christmas campaign for Longines, crafted for global consistency across social, boutique and digital touchpoints.
A Christmas campaign for Longines, crafted for global consistency across social, boutique and digital touchpoints.
The inspiration
The inspiration
The campaign's visual language comes from Alexander Calder's mobiles: suspended weights, held in perfect tension, where one movement travels through everything.
The campaign's visual language comes from Alexander Calder's mobiles: suspended weights, held in perfect tension, where one movement travels through everything.
The challenge
Scale
3 collections, 20+ languages, over 2000 exports. One change, everything breaks. I built a dynamic link system in Photoshop tied directly to the Blender source files so when the 3D scene updated, every format in every language followed automatically.
Typography across every alphabet
Longines has its own typeface, but it only works in Latin. The campaign needed Greek, Turkish and more. We had to find something equally elegant that worked across every script and still felt Longines.
The challenge
Scale
3 collections, 20+ languages, over 2000 exports. One change, everything breaks. I built a dynamic link system in Photoshop tied directly to the Blender source files so when the 3D scene updated, every format in every language followed automatically.
Typography across every alphabet
Longines has its own typeface, but it only works in Latin. The campaign needed Greek, Turkish and more. We had to find something equally elegant that worked across every script and still felt Longines.
No grid of watches, no price-first layout. The client didn't want a classic product site. They wanted the homepage to be an experience. The scene became the interface. Every element moves independently: the crescent, the pendulum, the floating sphere, the watches. They drift and react to the cursor like a real mobile in the air.
The difficulties
Building this meant going against almost every e-commerce design principle. Show the product first, make the price visible, keep the path to purchase short: we broke all of it on purpose. Immersion needs space and time, and a homepage that sells atmosphere cannot behave like a shop.
The motion was the other challenge. Nothing animates as a block. Each object lives on its own loop, with its own weight and timing. Product and price surface on interaction. The homepage sells the world; the product panel closes the sale.
When the scene
becomes the interface
When the scene
becomes the interface
No grid of watches, no price-first layout. The client didn't want a classic product site. They wanted the homepage to be an experience. The scene became the interface. Every element moves independently: the crescent, the pendulum, the floating sphere, the watches. They drift and react to the cursor like a real mobile in the air.
The difficulties
Building this meant going against almost every e-commerce design principle. Show the product first, make the price visible, keep the path to purchase short: we broke all of it on purpose. Immersion needs space and time, and a homepage that sells atmosphere cannot behave like a shop.
The motion was the other challenge. Nothing animates as a block. Each object lives on its own loop, with its own weight and timing. Product and price surface on interaction. The homepage sells the world; the product panel closes the sale.
