Jake Gyllenhaal To Front New Cartier Campaign
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."
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.
“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