To complement the Rolex “Extraordinary Watches” campaign of 2006, Critical Mass was asked to develop online interaction of the Rolex line in environmental contexts. Each watch was to be shown in an interactive 360ยบ scenario. There were dozens of photo and video shoots around the world in exotic locations. I was lucky enough to art direct the Submariner shoot in Turks & Caicos. Digital Photo Pro wrote a nice article about the shoot.
Besides going to “work” in Turks & Caicos, my colleague Philippe and I had the great fortune of working with Stephen Frink on the shoot. Known for his amazing underwater photography, Stephen was the man behind the lens on our shoot. He was also nice enough to set up the article with Digital Photo Pro.
Above and below are composites created for the online version of the campaign. The watch was not shot on location. Here’s my flickr page of the shoot as well.
