CHANEL

Following the success of the Chanel J12 dive-style watch, the iconic luxury brand’s latest timepiece took endurance to the next level with the J12 Marine. Chanel approached Thread to create an animation to showcase the new diver’s watch with a view of demonstrating its marine durability as well as its understated maritime style and precision.  

Thread’s animation takes the viewer on a journey to the ocean floor. The discovery of the J12 Marine on the seabed draws on the ocean’s natural sense of as sunken liners and Atlantis spring to mind. Discovering the J12 precipitates a whirlpool, and the watch’s components are drawn towards the water’s surface by the current. The whirlpool is the first hint of the rotation theme that runs throughout the animation, emulating the motion of the Chanel’s rotating bezel. As the complete watch appears at the surface, the viewer is left in no doubt of the Marine’s status as a serious diver’s tool and a supreme timepiece.