Girard-Perregaux unveils the first campaign image from its partnership
with the Academy Museum of Motion Pictures. Late
in 2012 iconic luxury Swiss watchmaker Girard-Perregaux announced it would be the
Exclusive Timekeeper and a Founding Supporter of the new Academy Museum of
Motion Pictures, to be located in the heart of Los Angeles. The Academy Museum will
be the first U.S. not-for-profit museum dedicated exclusively to the history
and ongoing development of motion pictures. To celebrate and
promote this unique partnership, Girard-Perregaux will launch this Spring a new
international advertising campaign featuring historic images from the Academy's vast photography
collection. This collaboration will highlight the mechanics behind the creation
of such iconic works. The first part of the campaign will feature an image
of Alfred Hitchcock holding a production slate
during the filming of PSYCHO - one of over 10 million photographs in the
Academy’s vast photograph archive. This image not only represents the beginning
of a scene but, in this case, also the beginning of a great partnership.
The tagline ‘Mechanics of Dreams’ encapsulates
the very essence of this relationship between Girard-Perregaux and the Academy
Museum. In different ways, both are masters of an art that makes people dream,
that tells a story, and that has the power of making one travel in time. “Both timepieces and movies mark the passing
of time and both are exempt from the law of aging“, says Michele Sofisti, CEO
of Sowind Group (Girard-Perregaux and JEANRICHARD). “They stay true and eternal
from the moment of their creation.” “We are thrilled to be working with a partner as
esteemed as Girard-Perregaux”, notes Bill Kramer, Managing Director of Development
for the Academy Museum. “We are both deeply committed to artistic excellence
and technological advancement.”
The Museum will be
located in the historic Wilshire May Company building in the heart of Los
Angeles, and will be designed by award-winning architects Renzo Piano and
Zoltan Pali. The Museum’s galleries,
theaters, screening rooms, and education centers will draw from the Academy's
extensive collections and archives, which, in addition to more than 10 million
photographs, include over 146,000 film and video assets, 80,000 screenplays, 46,000 original film posters, 20,000 production and costume
design drawings, as well as costumes, props, moviemaking equipment and
behind-the-scenes personal accounts from artists and innovators working in the
motion picture industry.
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