Cool, diverse and with an attitude, the new campaign is all about being unique. Photo: Cartier
Rami Malek, Willow Smith, Troye Sivan, Maisie Williams and Jackson Wang. Five authentic journeys, five accomplished talents captured by New York fashion photographer Craig McDean.
What was it for? The new Pasha De Cartier campaign, which celebrates those who take a wider view of the world. The timepiece sports distinctive codes and is extraordinarily sleek.
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The campaign's message is shared by a new generation of talents who have cultivated their own uniqueness, like Williams, the English actress involved in various collaborative projects, or actor Malek who is drawn to complex and captivating roles that don’t conform to Hollywood’s traditional standards.
Personalities like the artistes Sivan or Smith who rely on courage to assert themselves and have faith in their creativity and versatility, or in the desire to unite and connect young people, as shown by the success of the Chinese singer Wang.
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“Since its creation in the 1980s, the Pasha watch has embodied a certain idea of success directly linked to its extroverted design, power and graphic nonconformism," said Arnaud Carrez, international marketing and communications director of Cartier.
"It is as edgy as ever and in tune with today's new generation of creators. These new Pasha ambassadors owe their success to their differences, creativity, connection, multidisciplinary talents and generosity.”
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