AUDEMARS PIGUET
SYNCING SOUNDS
Music is inherent to the MATTE DNA. From our roots as a concert production company, to our owned entities – it fuels who we are as a collective and how we approach creative.
We partnered with Swiss Haute Horlogerie manufacturer Audemars Piguet to celebrate the beginning of its partnership with Mark Ronson revolving around the process of creation and the nurturing of human talents.
As a champion of creativity and attention to detail, Audemars Piguet came together with Mark Ronson to identify an up & coming talent born for center stage.
Inspired by the thinking behind the program, MATTE crafted a 360 campaign around the duo’s processes and collaborative approach to crafting a hit.
From photo and video, to performance; MATTE worked hand in hand with AP to bring that journey to life.
“With Audemars Piguet’s unparalleled devotion to delivering top of line product, it was clear to us from the start how to approach the collaboration between the two brilliant and vibrant artists.
As Mark guided the creative process, Lucky left his mark with his sultry sounds as an imprint; our approach was to let them cook while finding dynamic angles to showcase their immediately harmonious connection.
From the start, it was never Too Much – just a consistent flow of rhythmic continuity.”
– Ariel Panigel, Associate Creative Director
One of Matte Projects’ very own originators and ongoing collaborative partner, Andre Bato was brought on board to direct. Together with his team, the collaboration was brought to life through Andre’s vision for the project.
“As someone who appreciates, and cherishes the creative process – the most important thing for me was to let things unfold organically in front of the camera… It’s about nurturing a space, and allowing for the moment to present itself rather than forcing it.
What I had to do as a director is just prepare for those moments, with the right angles and set ups, and react to them as they came – I’d equate it to fishing… it’s about patience and preparation, and when the moment comes being quick on your feet to not let it slip.”
-Andre Bato
Chapter 1
The first episode introduces the audience to Mark Ronson and his creative process and to the inspirations that shape his work. We tease how, through his collaboration with Audemars Piguet, Mark will approach creating with and mentoring Lucky Daye, setting their collaborative track down the path to stardom.
Chapter 2
A formal introduction to Lucky Daye. Over the course of the episode, we learn about his roots as an artist, his inspirations, and the immense significance of working with an industry legend like Mark. The momentum builds as the grammy winning artist and mark get into the studio together, where it becomes clear that Mark is an extraordinary mentor who wants to see his collaborators not only succeed but also find their own voice.
Chapter 3
Listening Party
The campaign culminated with a listening party hosted at the newly opened AP House in NY’s Meatpacking district and the release of the song named Too Much.
Notable attendees included Offset, Don C, Wisdom Kaye, Vashtie and more.
© Getty Images / Dave Kotinsky & Eugene Gologursky/Audemars Piguet
PRESS
Credits
Film Series
Partner: Matt Rowean
Director: Andre Bato
Production: River Myers and Maximilien Kurzweil
Director of Post-production: Michael Czeizinger
Post Producer: Kathy Collins
Account Lead: Tristan Lacour
Music Director: Eugene Young
Creative Lead: Ariel Panigel
Set Design lead: Adrien Giraux
Renderer: Rene Gibson
Social Strategist: Jason Chandra
Designer: Tori Arcuri
Experiential Production: Chloe Spalding and Francesca Lasalla
Listening Party
Partner: Matt Rowean
Account Lead: Tristan Lacour
Experiential CD: David Orellana
Designer: Nick Wilson
Renderer: Rene Gibson
Experiential Production: Francesca Lasalla
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