Juste un clou Михаил Скачков
Задача проекта
Celebrate the collection JUSTE UN CLOU and create the communication piece which will be showed during the Panthère de Cartier event in Moscow.
Идеи и решения
1970's, New York - the era when the humanity was at its peak of musical, sexual and scientific revolutions. At which time Aldo Cipullo created the new piece of jewelry - the tight-fitting hand bracelet, which is based on the shape of the rounded usual nail. The concept of the video collage is based on the little pun where the name of jewelry collection - "Juste un clou" (Just a nail - from French), whereas it is not just a nail, it is a moment when the ordinary becomes part of the history, when the history becomes precious, a contribution and achievement in the field of art. The cocktail of the wild events, bold emotions and hard-core metaphors creates the identity and involvement of the bracelet in this period of time of non-conformism and avant-garde.
