Audemars Piguet’s Midnight Masters in stunning Night Golf campaign by Just So

Swiss watch manufacturer, Audemars Piguet, have brought together ten golfing all stars for a highly unusual challenge. The impressive line-up (including recent Master’s winner Danny Willet) are presented with a true test of skill – the prospect of a round in darkness.

Audemars Piguet partnered with London agency, Just So, to celebrate the partnership with all ten of their golfing ambassadors with an in idea inspired by the brand proposition: “To break the rules you must first master them”. In a series of online films, Audemars Piguet presents each golfer as they take part in a challenge based around the different stages of golf before they reunite to take part in one final putting challenge. Aided by bespoke luminous installations, the professionals put on a spectacular display of night golf. Just So worked on all aspects of the campaign from creative through to post production.

Jonny Madderson, co-founder of Just So says “We put Audemars Piguet’s brand proposition “to break the rules you must first master them” at the heart of every element of the film: from seeing the players performing feats of skill in near darkness to the technical challenge of lighting a golf course in a way you’ve not seen before. It was a new experience for the players, and they loved it. Their camaraderie that comes through is a charming counterpoint to the more serious way we normally see them at the Majors.”

Sara Conlon, agency producer at Just So, comments: “We wanted to deliver something innovative, beautiful and honest that was also practically achievable in a very short space of time. Drawing on Picasso’s light paintings and Anthony McCall’s light installations for inspiration, we created scenarios on the course that could be executed within the short time frame we had with the ambassadors.”

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The short online films were directed by accomplished British documentary director, Gabe Turner. The result is a mesmerising light show that transforms the familiar tee into an inviting, otherworldly playground for the star-studded cast.

Discussing how Just So approached the lighting, Sara says: “The effects were captured in-camera. We created bespoke clubs with LED lights imbedded into the shaft, and scattered phosphorescent pebbles into the bunkers so what you see in the film is what the golfers saw on the night. VFX were used but only to clean up what we caught on camera.”


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