Bose Collins Captures the Sea
Time is a dimension that can never be exhausted. It has a beat to it, an ebb and flow that we count in seconds and minutes, and sometimes it feels more like a heartbeat. Sometimes it feels like the waves of time lap against the shores of our world. Like a bottomless sea, time is dark and mysterious, extending beyond the lives of us all. But still we measure it. Luxury watchmaker Ulysse Nardin dove into the connection of the sea and time for their latest collection of watches and asked Bose Collins to help create a campaign around the same idea. The entire concept of the spot focuses around the building and cresting of a wave that mirrors the rhythm of time. Once they agreed on a hero image of the dramatic wave, everything flowed through that. “We wanted a stylized vision of how we saw it,” Nathan Collins of Bose Collins says. “The colorization, the atmosphere, the mood. But also keeping to the reality, the story of waves and the motion of the sea is a real thing so we’re actually illustrating, but in a stylized way.”
Creating an entire sea down to the detail is no small feat, but once Bose Collins agreed on a visual angle with Ulysse Nardin it came down to executing it. And it took a lot of work. “It was very much an experiment, and fortunately we have some very talented guys amongst us, so there was a head’s down stage while everyone was beavering away feverishly on a simulation of waves,” says Nathan. “It was a case of trial an error. A lot of hours of simulations and searching how other people had done things. It was quite a journey, but we’re really happy with how it turned out.” They matched the reality of the sea with the artistic flare of tone and momentum, creating the perfect synergy of reality and drama.
“It was fun,” Nathan says. “It was actually a really organic process in a way.” Neither time nor the sea can ever truly be harnessed, but we can make feints at it in our own little ways, whether it’s measuring the immeasurable with a watch or grasping at the abyss with a stylized representation of pure, natural power.