IWC unveils exclusive new music created by film score composer Hans Zimmer.
Challenge
Amulti-sensory experience titled "The Sound of Color."
Zimmer composed five unique tracks, each inspired by one of the new ceramic colors introduced by IWC:
- Ceratanium
- Mojave Desert
- Woodland
- Lake Tahoe
- Jet Black
Each piece featured an individual melodic theme, placed over a mesmerizing rhythmic beat that placed the listener dramatically inside the essence of time.
The score successfully added the surprising and emotional dimension of sound to the colors and design of the timepieces. Zimmer’s use of cutting-edge technology to push the boundaries of music composition proved highly symbolic of and cohesive with IWC’s engineering approach to watchmaking.
Inspiration from the world of naval aviation, such as the fascinating landscapes seen by Top Gun pilots during training, was expressed through PANTONE colour codes.
This collaboration not only highlighted the innovative spirit of IWC but also emphasized the brand’s commitment to blending traditional craftsmanship with modern technology. IWC, Pantone and Zimmer’s involvement added a unique artistic dimension to the campaign, making it a standout in the luxury watch industry.
Result
With the music completed, short film abstracts were created to develop a multi-sensory experience around the colors. The films were creatively choreographed into a stunning mix of visual art as part of live performance debut.
The debut performance of the music Zimmer created for IWC took place at an exclusive event held at the Théâtre du Léman in Geneva. In a concert titled “The Sound of Color”, the band also performed major hits from the composer’s incredible career, which already spans more than four decades. The event was organized as part of the Watches and Wonders exhibition and was not open to the public.
A legendary activation that resonated throughout the entire watch industry.
