The campaign was shot in a minimal yet richly dramatic setting of red and gold (Photo: Jaeger-LeCoultre)
To mark the 2023 Lunar New Year, Jaeger-LeCoultre has launched a campaign starring its latest global ambassador, Jackson Yee. Recognised as one of the leading talents of his generation in China, the actor, singer and dancer brings a compelling presence to this new series of photographs and videos.
Modern, elegant and visually arresting, the campaign was shot in a minimal yet richly dramatic setting of red and gold — colours that symbolise good fortune, happiness and wealth and capture the joy and vibrance of the festivities. The stage is dominated by a large golden sculpture based on Jaeger-LeCoultre’s new Art Deco-inspired alphabet created by Alex Trochut — the letter “M”, signifying the Master Ultra Thin Tourbillon Moon, which Yee sports on his wrist.
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With the moon-phase and date displays being the natural choice of complications to mark the Lunar New Year, the Master Ultra Thin Tourbillon Moon unites the technical virtuosity of the self-winding Calibre 983 with the enduring beauty of a pink gold case and eggshell-white dial.
Watch the campaign video below:
This article first appeared on Jan 16, 2023 in The Edge Malaysia.
