The ongoing love affair between luxury watches and beautifully crafted CG animation continues with this dynamic and detailed product launch film from the Swiss creative collective PULK for IWC Schaffhausen.

Director Roman Kaelin at PULK in Zurich, Switzerland: “We were challenged to bring this new, high-precision watch engineered in stainless steel to life. Establishing and showcasing the build with intricate details, from the raw source to the final piece.

“The initial metal effects had to convey the feel and build from the original raw source material to the final piece in an organic and dynamic manner. We heavily depended on SideFX Houdini for simulation and the creation of custom setups in order to achieve this.

“It was crucial to find new and dynamic ways to portray the assembly of the watch while staying true to the underlying theme of steel and magnetism, this again involved procedural effects setups paired with custom and art-directable animation.”
 
 

 
Client: IWC Schaffhausen

Production: PULK
Director/producer: Roman Kaelin
Designer/animator: Roman Kaelin, Florian Baumann, Linus Schneider, Gianluca Ravioli

Audio: Echoic Audio