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Responses by Eddie Benson, strategist, Active Theory and Marie Savoini, digital marketing manager, Audemars Piguet

Background: CODE 11.59 by Audemars Piguet is the latest collection launched by Swiss luxury watch manufacturer Audemars Piguet. Aligned with the campaign phases, the pages were launched in three steps. We teased the name of the collection, then around the spirit and challenge of its highly technical design, before we fully unveiled it in January. We tried to make it as visual as possible, bringing to life large, high-resolution assets with moments of motion and interactivity, while delivering the necessary sales pitch to inspire and educate users, driving them to stores to check out the watches.

Highlights: One of the core motifs is a geometric representation of an octagon within a circle. As combining these two shapes is one of the finer pieces of craftsmanship in the novelties of the collection, we hoped this simple motif could be a recurring element to tie the experience together. It can be found in the loader, on the opening animation and throughout the product pages.

Challenges: Balancing amazing visuals and technical details. When telling the story, we had to be highly selective in what we present to users. While we loved the stunning visuals of the collection, it was also important to include technical specifications and copy explanations that dive deeper into the unique craft of the novelties.

Favorite details: The Audemars Piguet timeline, which can be found at the bottom of the collection page. Rather than scrolling up and down to navigate, users travel along a timeline, which zooms them through z-space as they explore pivotal moments in the company history. Another exciting section is the treatment of the six calibers in the collection. By dragging, users can explore the calibers, allowing them to see the intricate inner workings.

Navigational structure: Audemars Piguet has an immense history of design, mastery and innovation. Given we were telling both a collection and product story, our challenge was pacing users through the content, allowing them to digest it bit-by-bit without being overwhelmed. To do this, our content hierarchy starts with high-level brand messaging and video, before diving deeper into the unique features of the collection, through enriched interactive modules. Beyond this, users can click through to product pages, which show visuals and specifications of each of the novelties in the collection.

audemarspiguet.com/en/watch-collection/code1159byap/#!/welcome

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