Audemars Piguet


Midnight Masters

As one of the last family-owned watchmaking companies in Switzerland, Audemars Piguet pride themselves on a uniquely personal relationship with their ambassadors. Nowhere is this sense of family spirit more apparent than among their world famous golfing ambassadors which the brand asked us to bring to life in an integrated online campaign.

We needed a concept to excite and challenge the golfers, while ensuring that at its heart remained Audemars Piguet’s proposition: ‘To break the rules, first you must master them,’ and so we asked ourselves a question: How do we challenge the best in the world? The answer – trickshots by night. The golfers joined us at midnight for some light-hearted competition, showing off their skills on a course lit up with bespoke illuminations and hot air balloons. The unusual challenge brought out the friendly rivalry between the golfers as they tackled a series of unique and unusual sporting challenges.

The concept was genuinely loved by all the golfers who were an integral part of the roll out, tweeting each other about the experience.  Fortune favoured this brave idea and saw Danny Willet win the Masters at the time of release so our post production team quickly recut his scenes to take advantage of the huge media attention surrounding him.

Alongside the main online film, which received widespread coverage across golf and lifestyle publications, we produced ten teasers and a suite of social media content including behind the scenes footage showing how the often serious ambassadors behave away from the cold light of day.  

"Spectacular display of night golf" - LBB