Audemars Piguet




JSF Collective






Brief: The story of the Royal Oak Concept Laptimer Michael Schumacher watch can be traced back to 2010, when brand ambassador Michael Schumacher asked the Audemars Piguet engineering team if it would be possible to develop a mechanical wristwatch that could measure and record multiple lap times. The result was a world first in the watch industry.

We produced the film to launch the watch, sitting at the heart of an interactive digital experience that explains the story of this innovative timepiece.

Our Response: Our CGI department led the project, creating a world in which footage of the watch was integrated, as it clocks multiple laps of a racing driver passing through epic and stylized environments. We recorded race commentary that was used to punctuate the dramatic piece, with a nod to the man behind the watch.

Outcome: The film was a key part of the digital launch of the watch, the leading asset of an interactive web experience that tells the story of the five year project. It was also screened at a launch dinner for the watch at Audemars Piguet's home in Switzerland.