Panerai unveiled its latest collaboration with the Luna Rossa Prada Pirelli sailing team, further solidifying their partnership. This collaboration introduced several new models, each designed to reflect the spirit and technology of competitive sailing.
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Challenge
Panerai's collaboration with the Luna Rossa Prada Pirelli team is deeply connected to the America's Cup, one of the most prestigious sailing competitions in the world.
The campaign was centered around their involvement in the America’s Cup, emphasizing their role as a key player in this elite sailing competition.
This connection not only enhances Panerai’s brand prestige but also underscores their commitment to innovation and excellence in both horology and competitive sailing.
Stepping onto the Luna Rossa Prada Pirelli yacht for our photo and video shoot was thrilling. The boat’s sleek design and advanced technology were incredible, and we wanted to capture that essence, keeping the color scheme of red, black and grey.
Goal
Filming on a moving boat with high winds and a narrow deck was challenging, but our team worked well with the Luna Rossa crew.
We used drones and visual effects to capture stunning shots of the boat’s speed and agility. Additionally, we filmed the crew in a luxurious style, showcasing their elegance and athleticism while emphasizing their genuine dedication and hard work, portraying them as modern heroes.
The shoot required careful planning and teamwork, especially since the crew was intensely training for the America’s Cup. With a tight two-day timeslot, the final footage beautifully highlighted the excitement of competitive sailing and the strong partnership between Panerai and the Luna Rossa team.
Result
At Watches and Wonders 2024, Panerai's booth captured significant attention with its innovative and immersive design.
The 560-square-meter space was inspired by the industrial flair of Luna Rossa’s hangar, featuring high-tech elements and actual machinery used in Panerai’s production processes. The centerpiece of the booth was a suspended prototype racing boat, transported from Cagliari to Geneva, creating a dynamic and authentic atmosphere.
From a FOOH over the Geneva's lake, to the real boat during the event.
