A group of young people is walking in the mountain at dawn. They arrive at the edge of a cliff and watch the sunrise. Then, one of the women runs towards the edge and jumps into the void but lands on an invisible road only revealed by the light reflection. The rest of the group follows her, and they explore the various paths created by this invisible road. At the end of their journey, they go back on the mountain top and watch the sun set on the Joux Valley and its lake.

At Audemars Piguet, everything started in Le Brassus: connection to nature, family roots and creative know-how. It is also where everything is reinvented today - from watchmaking innovation to a forward-thinking and assertive vision of luxury with many new stories to tell.

It is for this reason that the new Audemars Piguet campaign – celebrating its past and its future – was conceived and shot in this valley. It is the story of the brand’s identity and values, a position it shares with its family members, whether they be clients or artisans: Seek Beyond – it is this idea that invites you to trace your own path and see beyond. It calls to capture what the young souls, artists, and inventors perceive and to craft the most beautiful creations.

With this movie, we walked on the razor-edge of dream and reality, to embody a surreal idea (this invisible path traced by those who can see it) into a very naturalistic cinematography, thanks to the intuitive approach regarding light and camera movements by director Neels Castillon and cinematographer Arnaud Potier.

As this invisible road was made through special effects, its integration into the real landscapes of the Joux valley was key.

Our goal was to deliver a poetic but realistic light and magic touches into concrete landscapes. Matching our heroes running across the sky with the drone shots of the Vallée de Joux in Switzerland was something, it had to be the same camera movements and the same light.

This film was shot in the cradle of the Audemars Piguet brand: the Joux Valley in Le Brassus, Switzerland. Otherwise known as the valley of the watchmakers. It is one on the main pillars of the brand heritage.

So obviously, people in Switzerland were moved to see this homage to this beautiful valley, so closely tied to the birth of watchmaking, but everywhere else it was broadcasted, it also allowed people to discover how peculiar and rich this valley is.