Pure geometry
Cartier Tank
To celebrate a century of the Cartier Tank, we created a series of films that reflect its original structure. Designed in 1917 with clear, geometric lines, the Cartier Tank has grown into a quiet symbol of modern elegance.
Our approach was to connect the watch’s historic lines with a present-day visual language, showing how past and present meet to highlight the Tank’s timeless, iconic character. Each film focuses on one key element: shape, line, symmetry, proportion or rhythm. Clean compositions, controlled movements, and a restrained palette of black, white and red let light and textures speak clearly. Forms shift and realign in a quiet dialogue with the watch’s silhouette.
The series was later featured on Cartier’s Instagram and used as the visual introduction to the Tank collection on Cartier’s website. Above, a montage created from the 15 original videos.
