The director/animators at Werlen Meyer worked with Paris prodco Eddy and agency Publicis Luxe to create an enchanting mix of 2D and 3D animation in this Cartier spot celebrating the Lunar New Year.

From the team at Eddy: “This collaboration brought together Cartier’s iconic Panther and the delicate artistry of traditional Chinese ink painting, resulting in a tribute to both tradition and modernity.

“Cartier’s goal was to honor the Lunar New Year’s themes of renewal and unity while showcasing their values of elegance and excellence. They sought to harmoniously integrate their products into the film’s aesthetic. Our response was to craft a poetic journey for the Panther.
 

“Cartier’s goal was to honor the Lunar New Year’s themes of renewal and unity while showcasing their values of elegance and excellence.”

 
“The main technical challenge was to digitally replicate the textures of Chinese ink, particularly the aqueous qualities of water and the absorption of paper, while ensuring the seamless movement of elements.

“The film blends 2D and 3D animation, drawing inspiration from the ancient art of ink wash painting. Subtle textures of ink and paper, enriched with a monochromatic palette accented by red and delicate touches of gold to enhance the visuals’ elegance.

“The narrative follows the Panther as it travels across Chinese landscapes, guided by a glowing red lantern. Each step of its journey transforms the environment, from misty mountains and lush gardens to the heart of a modern city illuminated by fireworks.”
 
 

 
Client: Cartier

Agency: Publicis Luxe

Production: Eddy
Producer : Julie Paturle
Line Producer : Isa Taoui

Director: Werlen Meyer
Animation: Werlen Meyer