Longest Minute

celebrating THE FIRST MOON LANDING

The Speedmaster watch has been on 23 official manned space flights spanning the Mercury, Gemini and Apollo programs. Then it continued through the Shuttle program of the 80s and 90s and International Space Station endeavour still running today. Now known as the "moonwatch", the Speedmaster is without doubt the most iconic of all chronographs having proven itself under the toughest conditions.

Watch the full movie

Credits:

Creative Director: Dario Nucci
Director: Richard Bullock
Production: Hungry Man
DOP: Haris Zambarloukos
Photography: Matt Holyoak
Motion GFX: Brett McManus
Post-production: RoDo Works
Sound: Wave

The 12 minute documentary was shot at Kennedy Space Center in Orlando, Florida - the heart of the action when it comes to space travel in the 1960s and 70s. Still today, there's nothing else like it and modern space travel is focussed here too. NASA is a place of cutting edge technology but also a heritage site It's this mix that makes it the perfect backdrop to a story that touches the world and all of its people.

George and Charlie start off their meeting in the firing room, exchanging memories while surrounded with the original control desks used to monitor rockets launches since the very first space programs. During the Apollo 11 mission, Charlie Duke was the designated CAPCOM, the sole communicator to the crew, who's distinctive Souther drawl can be recognised in the archive voice transmissions during the landing.

Watch this short promo about the 50th Anniversary project.

scenes from the movie

After the control room chat, the two men walked under the full size Saturn V rocket displayed lying horizontally, the equivalent of 36 stories in length.

Through a dazzling run off of figures, Charlie explains to George stage by stage, what happens during a launch and puts into perspective the great feat of getting people into space.

who is charlie duke?

Charles Duke (seen far left) was designated CAPCOM during the Apollo 11 mission. His first-hand account of those historic moments brought a unique perspective on the world at that time.

TVC

The campaigned kicked off with a 30sec TVC teaser introducing the OMEGA Speedmaster and it's connection to the NASA's space programs.

We also introduced a print campaign featuring a limited edition gold Speedmaster which was made using a new alloy patented by OMEGA called Moonshine Gold®.

The print and billboard layouts were clean and simple - focussed on "that moment of reflection". The selection of OMEGA ambassadors were photographed by Matt Holyoak and were lit with a single source, representing the light of the moon. This simple approach led to some classic looking images which are modern and clean, yet reminiscent of a 60's film style.

SOCIAL MEDIA

The look and feel of the social media content was intended to create a "modern-retro" space look. We shot a series of images in the control center, enacting a NASA employee situation wearing one of the new Speedmaster models.

In total, there were 169 separate images and cuts made of social media, filling 60+ posts and stories. Alpha used a combination of live action, photography, motion GFX, audio excerpts and archive space footage all working together as one incredible story.

significance of the colours

While the gold elements throughout the campaign call out the celebration as a golden anniversary, they also draw focus to OMEGA's limited edition gold Speedmaster remake for which they developed a special alloy called "Moonshine Gold™.

All ATL film and photography was kept black and white to echo the starkness of space and particularly, the moon's surface.

"Beautiful view. Magnificent desolation"
- Buzz Aldrin

CAMPAIGN LOGO

Without doubt, the most widely used asset was the campaign logo because it summarised the project on any related content. Appearing on film, social media, launch event, boutique windows, VIP gifts and countless other promotional objects.

Alpha / Studio

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