Cartier Premieres Exclusive Short Film: ‘Painted Love’
by Daniel Haim
Cartier premiered Painted Love today on their Facebook page. This is the first time the iconic luxury brand has utilized Facebook to connect with their consumers. Painted Love is the exclusive short film collaboration with New York based directors Waverly and French band Air. Watch the short film and download the track by Air www.facebook.com/Cartier. Painted Love willlaunch worldwide on November 11th on VEVO, and it will be available on all digital Cartier sites starting November 16th.
Rolling Stone calls the collaboration “romantic, surreal, and stylish,” while StyleCaster.com commends Cartier’s tech-forward strategy saying, “if this isn’t a sign of the times, I don’t know what is.”
Painted Love revisits the myth of Pygmalion and Galatea- the impossible encounter between an artist and his muse. The film takes place in a downtown Manhattan loft and depicts the story of a young painter and his quest for his love and his obsession to attain her.
“Cartier has strong French culture. It is something we feel very close to. What brought me to compose the slightly extreme music is this connection that Cartier has built with creators, contemporary art and the Foundation. There is a long and genuine history between Cartier and artistic creation, and I thought it was a very good opportunity for us to experiment with different sounding music than what we could have done for another band.” says Jean-Benoît Dunkel of Air.
Since 2007, Cartier has invited international artists to freely express themselves to answer the question “How far would you go for Love?”. Painted Love by Air follows the footsteps of Cartier’s tradition of artistic collaborations. Most recently, they teamed up with Olivier Dahan (who directed 12 short LOVE films in 2007), with “l’oeuvre XXX” in 2008- the exclusive concept album that achieved cult statusincluding such artists as Marion Cotillard, Lou Reed, Phoenix and Ryuchi Sakamoto, and then with Camille Henrot (Marcel Durchamp Prize) who showed her work at the Fondation Cartier in 2010.