Concept / Creativity / Production

When you decide to sponsor the best known football team in the world, with the largest mediatic presence, how do you involve the team to work closely with your luxury watch brand?


We thought of letting the players design the watches exactly how they would like them.


Maurice Lacroix created software that invited players to design their unique luxury watches alongside the brand's head designer.


To involve the players in the experience and be able to share it, we created a design studio where, one by one, they would sit with the designer and together choose from the many variables.


We produced a teaser video with some of the most acclaimed players of the team and then released the longer version.


The videos received over 1.5 million views. And the players showed off their new watches.