Rolex - Timeless Code
For this piece, I disassembled the Oyster Perpetual, letting the parts float in space, and then reassembled them using a glitch-like, surveillance-like technique.
The Morse code is like a hidden signal, the kind of small detail you might not immediately notice. Changing the overall design to black and white makes the image cleaner and more taut.
"Brilliant like no other" here means that choosing Rolex makes you stand out from the crowd.
Role:
Direction
3D Modeling
Animation
Compositing
Tools:
Cinema 4D
Redshift
After Effects
Concept Attempts
Initially, I tried to use red to give Rolex a mysterious and eerie feel, like a spy would wear this watch. Therefore, the initial title was also related to spies. However, the use of red didn't go as planned because Rolex's brand color doesn't contain a high concentration of red.
In my second attempt, I incorporated Rolex’s signature green to better match the brand’s advertising style, but the overall result was still not quite satisfying.
In the final version, I decided to remove most of the color and only use Rolex’s signature green as a lighting source on the watch. I felt that this minimal approach could better highlight the luxury and elegance of the brand without needing too many supporting elements.
I also used a lot of displacement and glitch effects, but I kept a clean area in the center so the watch can clearly show its materials and fine details, symbolizing Rolex’s precision in measuring time.
The small white squares that occasionally appear in the background are a subtle easter egg for Rolex fans—when they come together, they form the word “Oyster,” which is the model featured in this advertisement.