A nod to the brand’s Swiss origins: with the choice of a venue built by avant-gardist architects Herzog & De Meuron.
A dramatization of LeBron’s arrival on stage: LeBron's car drove to the venue for a live on-screen to off-screen moment that showed a futuristic connection between the virtual screen and the physical reality.
An epic reveal of the watch:
the LeBron’s limited edition watch literally built itself on the legendary NBA star’s wrist, on screen, highlighting all the microscopic details of the watch.
we used state-of-the-art technology and combined theatrics and video to display fine craftsmanship in the most spectacular way: