Titan Edge - Master Beyond Belief

Titan Edge watches released a new commercial for its brand. TVC is Conceptualised by Ogilvy & Mather, Bangalore, and produced by Stockland Martel, New York, the creative idea, titled “Mastery beyond belief”, was to lend a human association to the watch. Titan Edge is one of the slimmest watch in the world. I like edge watches due its minimalist design and the new TVC also exhibits that clearly. The titan Edge watches are made with space age titanium, which is also light as feather is reflected in the advertisement. 

The TVC show Swiss balance artiste Maedir Eugster executing a sophisticated balancing act, starting with a feather on a palm frond spines. He carefully rests the feather on a small branch and then grabs another slightly larger spine and balances each one on the tip of the next, until he’s holding a massive kinetic sculpture overhead. The act of ‘Mastery beyond belief’ symbolises the precision and skill that goes into creating a Titan Edge, as the structure he holds morphs into a Titan Edge on screen. The super reads – ‘Maedir Eugster, balance artiste, wears the slimmest watch in the universe.’

The commercial used the short film "Balance" created by photographer Tobias Hutzler. The full video can be checked here video.