A collaboration between UNIFORM and The Boy Who Cried Action , this video- as inspired by Tudor’s Heritage Chronograph Blue and commissioned by style magazine and Style:MEN, was naturally a nice interjection to our current projects. With the folks at STYLE offering us complete creative freedom, our imagination drifted with fluid abandon at the thought of the theme, ‘TIME’. With that the only directive, our intention was to produce something visually arresting, beautiful and abstract.

Imagining up a lady bound by the tendrils of time and swathes of fabric across the screen, we hoped to communicated the abstract, indefinite, and infinite quality of time.

Undoubtedly, one of the more trying parts involved the cutting of a 5m by 5m fabric into 7cm strips, of which the edges had to later be defrayed over a flame. This process took 2 hands, and a couple more (at the end) over a period of 3 days.

Next came the task of painting the female model, VIdmante from Upfront Models. Using a unique, almost-sheer body paint, it took 4 people and several hours to apply by hand. This ensured an even, splotch-less coverage that was lasting and ideal for the screen.

Looking almost goddess-like with her gleaming, orange-stained body, we had the antagonist before us- spotless, lithe and ready for the draping to begin. As we twirled, looped and twisted our way around the body, a sort of dress-in-the-making was created, where certain parts of the fabric would unravel with the passing of the video.

The result is a poetic, captivating and simple piece that that reflects the watch’s modern, contemporary aesthetic as well as our personal sentiments toward time.