Asap lets celebrate slowness for Luminox
For the new watch model of the Luminox brand, inspired by the Navy Seal mantra "Slow is smooth, smooth is fast." the agency Asap / Alder Strässle und Partner realized a main film as well as a product video and lifestyle images.
In the 1990s, Luminox worked to develop a new type of watch specifically for Navy Seals. The watch had to be ultra-light, extremely rugged, and visible at any time of day, no matter what the lighting conditions. With these features, a series of watches was created at that time that makes Luminox the official watch manufacturer of the Navy Seals to this day.
Newly released in August 2022, the Navy SEAL Chronograph 3580 Series model seamlessly joins this series, and with the engraved phrase "Slow is smooth, smooth is fast," an official Navy Seal mantra has now even been manifested on the watch's dial.
As part of this product innovation, the agency asap | alder strässle and partner, together with Eisberg Productions, conceived and realized a story that puts this Navy Seal mantra "Slow is smooth, smooth is fast" on film. While everyone always wants to be the fastest, we celebrate being slow. Because only those who are slow at first and take the time to prepare perfectly and meticulously for something will be fast later and can perform at their best.
The campaign, which includes the main film, product video and lifestyle images, will be seen worldwide on all Luminox social media channels and in all popular formats.
Responsible at Mondaine Watch Ltd: Pierrick Marcoux, Anna Scherer. Conception, creation and realization: asap | Alder Strässle and Partner. Film production: Iceberg Productions.
