Pop Trading Company x Timex turn back time

Directed by Patrick Louwerse through Artillerie, this mesmerising project combines clever VFX and innovative practical elements to blend reality with an imaginary time-themed dreamscape.

The spot opens with a skater, who is transported onto the face of his watch. A clock hand, created by a physical dial placed under the camera lens, follows him as he skates, and gains momentum with his movement. 

Louwerse then filmed multiple skaters from the side, trimming the footage down to loops which seamlessly transition from one skater to another, creating an impressive zoetrope effect.

The campaign is composed of two parts; the actual world, shot on 25fps in colour, and the time dream, shot on a higher frame rate and with a stripped down, abstract art direction and minimalistic colour palette. 

It illustrates a metaphorical slowing down of time, inspired by the watch that Pop Trading Company and Timex created for those with a tendency to be late, which has the hour marks pushed back an hour.