Follow the Clou

Client: Cartier
Role: Creative Direction
Year: 2018

To promote Cartier's iconic jewelry line Juste un Clou (Just a Nail) we were asked to honor legendary designer Aldo Cipullo's philosophy of creating extraordinary beauty from ordinary hardware. 

Using just a nail we turned a basic container into an immersive light installation by puncturing its ceiling. Inside, light followed people's every step, as they followed The Clou's history from the original to the latest piece.

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The installation was revealed at the iconic Cartier Mansion during New York Fashion Week. People could then #FollowtheClou on social media as it toured the US, creating a backdrop for exclusive performances from artists Børns, Santigold, and Lykke Li.

Aside from social, the installation appeared in publications such as Vogue, Elle, and V Magazine.

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Collaborators

Experiential Design: Nicholas Garritano
Lighting Design: Christopher Annas–Lee
Art Direction: Clarissa Roudabush
Executive Producer: Mili Marcetic
Fabrication: Pink Sparrow
Content: Matte Projects

Talent

Artist/Musician: Santigold
Artist/Musician: Lykke Li
Artist/Musician: BØRNS

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