Jaeger-LeCoultre's Open a Whole New World advertising campaign has an alluring cinematographic feel. Like a guiding light, a soft amber glow emanates from each image, inviting us to step into the worlds of three extraordinary people.
The images are a moment caught in time, a story that is just about to unfold as the protagonists go about their extraordinary lives, unaware that they are being captured on film. Argentine polo player Eduardo Novillo Astrada is leading his horse out of the bright light into the cool shade of the stable after a match. Carmen Chaplin is captivated by a silent movie, possibly starring her grandfather Charlie Chaplin, surrounded by film equipment of his era and lit by the hazy light of studio spotlights. Dr Craig Venter, the American scientist who created the first cell with a synthetic genome, sits in his study, his gaze resting on a distant point, lost in thought.
It's no surprise to discover that the evocative yet confident aesthetic of this campaign is the work of photographer Kurt Iswarienko. His years of experience on film sets and lighting scenes quite literally shine out in this campaign.
The choice of protagonists is in line with Jaeger-LeCoultre's desire "to connect with an audience of men and women brought together by a certain art of living and united by a passion for beauty." But these are no red carpet darlings. Each of the three personalities has been chosen for their remarkable, hard-earned and very real achievements.
Eduardo Novillo Astrada is one of the best-known polo players of our generation, who won his first Grand Prix in Argentina at the age of 18. Discreet and low-key, like the Jaeger-LeCoultre Reverso watch he wears, he graciously endures the hardships and rigours of the polo field. Meanwhile, Carmen Chaplin, actress, screenwriter and producer, came to Jaeger-LeCoultre with her grandfather's Memovox line. Fittingly, she wears the Rendez-Vous watch.
American John Craig Venter, the ex-surfer turned scientist, channelled his gruelling experiences in the Vietnam war into attaining a doctorate and later pioneered work on sequencing the human genome and unlocking the innermost mysteries of our existence. He wears the highly complex Duomètre Unique Travel Time watch. On his desk sits an Atmos clock, powered by nothing more than minute variations in temperature: a perfect example of the elegance of science.
These three very authentic and inspiring individuals invite us into their world and offer a glimpse of how they connect with Jaeger-LeCoultre watches that are made to last a lifetime.