CASESTUDY

Precision in Motion

Revealing Christopher Ward’s Movement Through CGI

A 40-second film that journeys inside the watch, visualising hidden mechanics with clarity, beauty, and accuracy. 

Christopher Ward is a British watchmaker known for fusing traditional craftsmanship with modern innovation. For the launch of their latest timepiece, a model showcasing their new balance wheel movement, they wanted to tell a deeper product story. One that not only revealed the technical beauty within the watch but did so in a way that film alone couldn’t achieve.

They turned to Fakery for a fresh approach: leveraging the power of CGI to bring the intricacies of their movement to life in a way that was both technically impressive and visually stunning.

Telling the Inner Story

The brief was ambitious. We needed to highlight several complex mechanical features: the twin barrel springs, the visible escapement, and the standout balance wheel positioned proudly on the front of the watch. These elements, often tucked away behind the case back, had to be visualised with precision and clarity while maintaining a strong sense of brand style.

The film opens with a striking hero shot of the watch, designed to grab attention instantly. From there, we dive inward, travelling through the intricate layers of the mechanism. With precision and clarity, each component animates into place, building energy and rhythm as we explore the watch’s unique movement. At its peak, we see the full construction come together: 138 individual parts assembling in sequence before resolving into four distinct colour finishes.

All this in under 40 seconds, balancing beauty, technical depth, and momentum. 

A Collaborative First in CGI

This was Christopher Ward’s first foray into 3D animation, so the creative and technical output needed to align with their brand DNA. We worked closely with their team throughout, ensuring the movement details were accurate, the finishes were true to the product, and the visual tone reflected their bold yet understated aesthetic.

The result was a film that not only looked good but also felt right. Equal parts precision engineering and creative expression.

More Than a Campaign Film

To maximise the reach and utility of the work, we delivered a full suite of assets alongside the hero film. Looping motion sequences, static renders, and modular visuals were developed for use across a dedicated microsite, social media platforms, and digital retail channels.

The campaign was a resounding success by every metric, but the most telling result was this: the watch sold out within 24 hours of launch, sparking excitement for the next innovative product from Christopher Ward.

It’s a testament to the product, the vision behind it, and the value of storytelling that makes the invisible irresistible.

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