The first campaign image from Girard-Perregaux’s partnership with the Academy of Motion Pictures has been revealed. Last year the luxury watchmaker teamed up with the Academy, the organization responsible for the Oscars, as the exclusive timekeeper and founding supporter of the new Academy Museum of Motion Pictures. To celebrate this partnership, Girard-Perregaux is launching an international advertising campaign featuring historic images from the Academy’s vast collection of film photography.
The first image from the campaign features the iconic director Alfred Hitchcock, pictured on set during the filming of Psycho, a thriller widely considered to be one of the best movies of all time. The image was pulled from the Academy’s vast archive of over 10 million photographs. The advertisement also features the tagline ‘Mechanics of Dreams’, representing both the behind-the-scenes work the Academy Museum is preserving and the work which goes into each Girard-Perregaux timepiece.
Michele Sofisti, the CEO of Sowind Group (owner of the Girard-Perregaux and JEANRICHARD brands), said, “Both timepieces and movies mark the passing of time and both are exempt from the law of aging. They stay true and eternal from the moment of their creation.”
The musem, which will be located in the historic Wilshire May Company building in the heart of Los Angeles, will be the first U.S. not-for-profit museum dedicated exclusively to the history and ongoing development of motion pictures. The Museum’s galleries, theaters, screening rooms, and education centers will draw from the Academy’s extensive collections and archives, which, in addition to more than 10 million photographs, include over 146,000 film and video assets, 80,000 screenplays, 46,000 original film posters, 20,000 production and costume design drawings, as well as costumes, props, moviemaking equipment and behind-the-scenes personal accounts from artists and innovators working in the motion picture industry.
Bill Kramer, the Managing Director of Development for the Academy Museum, added, “We are thrilled to be working with a partner as esteemed as Girard-Perregaux. We are both deeply committed to artistic excellence and technological advancement.”
Photo courtesy Girard-Perregaux.