Since 2008, Cartier has been inviting artists such as Lou Reed, Phoenix, Olivier Dahan and Camille Henrot to provide their individual interpretation in response to the question « How far would you go for LOVE? »
In November, Cartier launches a short film called “Painted Love”, a collaboration between New York directors Waverly and French band Air. It’s the first in a three-part series of film/music collaborations from Cartier, under the running theme of “How Far Would You Go For Love?”. The complete series will debut in 2012.
“Painted Love” revisits the myth of Pygmalion and Galatea – the impossible encounter between an artist and his muse. The film takes place in a downtown Manhattan loft and depicts the story of a young painter and his quest for his love and his obsession to attain her.
The movie and a making-of featurette are available on Facebook and YouTube. Or scroll down and watch it below. You can also download the track by Air on http://www.facebook.com/Cartier.
Launched on their Facebook page, this is the first time the iconic luxury brand has utilized Facebook to connect with their consumers.