Various Campaigns

Apr 2026

Longines’ latest collaboration with Academy Award-winning actor Jennifer Lawrence signals a sophisticated shift in luxury watch advertising, moving away from standard commercial tropes to embrace a distinctly cinematic narrative. Photographed by Sharif Hamza, the campaign unfolds within the evocative confines of an empty theater, using the space as a stage for both intimacy and high-fashion storytelling. By leaning into chiaroscuro and dramatic low-key lighting, the imagery transcends traditional product placement, positioning the Longines timepiece as an essential element of Lawrence’s refined aesthetic. The visual language relies on editorial portraiture techniques, utilizing the rich textures of heavy rust-orange curtains and ornate brass railings to create depth and warmth. Each composition balances the play of natural light against carefully controlled studio strobe setups, ensuring the watches—specifically the Primabluna line—remain the focal point despite the atmospheric setting. This fusion of cinematic storytelling and product-centric precision reinforces the brand’s enduring mantra that elegance is an attitude. By blending moody theatrical environments with a minimalist fashion palette, the project achieves a polished, timeless appeal. The result is a cohesive series that feels less like a catalog and more like a high-end film still, successfully elevating the accessory to a piece of wearable art while maintaining the professional polish expected of a legacy watchmaker in the competitive fashion and jewellery industry.

Commercial, Commercial, Cinematic, Vertical, Cinematic, Vertical

Natural light, Natural light

Jewellery, Fashion