Jake Gyllenhaal To Front New Cartier Campaign

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March 28, 2018 | BY AFP

The Donnie Darko and Stronger star has been snapped up by Cartier to front the campaign for its Santos de Cartier watch.

Updated April 9, 2018

Jake Gyllenhaal has landed himself a new role, this time as the face of Cartier's Santos de Cartier watch. 

"Integrity, dedication and boundless curiosity: Jake Gyllenhaal embodies the Santos de Cartier man," read a Cartier statement addressing the news. "A man who commits utterly and does nothing by halves. A man who defines fearless as honest and true to himself."

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The campaign takes the form of a short film inspired by pioneering aviator and friend of Louis Carter, Alberto Santos Dumont. British director Seb Edwards was responsible for bringing Dumont's never-ending pursuit of pushing the boundaries to life, capturing his free spirit and taste for adventure in the 60-second film.

 
Santos de Cartier starring Jake Gyllenhaal

“I wanted to create a Fellini-style fantasy world to tell the thrilling story through the eyes of Cartier, in the most immediate way possible. I tried to capture the spirit of Alberto Santos Dumont and his obsession with flight, speed and danger. I like to imagine what his dreams might have looked like... and come up with some wild imagery, a kind of abstract fantasy...” Edwards shares.

The move is the latest high-profile fashion collaboration for Gyllenhaal, who took on a starring role in a TV campaign for the fragrance ‘Eternity Calvin Klein' in October of last year. The black and white clip, which was created in close collaboration with the Hollywood star, centred on a mother and father playing separately with their daughter, while teaching her the words to the E. E. Cummings poem, "I carry your heart with me."

Additional reporting by Chloe Pek

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