Rolex has rolled out a new campaign celebrating filmmakers and storytelling. The watchmaker was one of the sponsors of the Academy Awards this year, so you may have seen their commercials during the live telecast. They shined on a spotlight on four directors Martin Scorsese, Kathryn Bigelow, Alejandro G. Iñárritu and James Cameron, exploring their exceptional contributions to the film industry.
Each director also stars in an additional short clip in which they discuss what storytelling and filmmaking is to them and what they hope to achieve by telling stories through movies. From connecting with the audience to dealing with socially relevant material and exploring the human condition, each director handles and perceives their work differently and bring a unique perspective to the director’s chair.
Rolex has featured actors in their ads and campaigns before but in the past few years they have built a close association with athletes, especially tennis players. This campaign marks a new direction for the brand that has always sought to alight itself with individuals who are the highest achievers in their respective fields.