Size is everything
The RM UP-01 Ferrari isn’t just the thinnest timepiece Richard Mille has ever produced – at just 1.75 millimetres thick, it’s the thinnest mechanical watch in the world. Created to celebrate Richard Mille's long term partnership with Ferrari, this remarkable watch needed a global launch film that would reflect its bold ambition, if not its microscopic scale.
Working closely with Richard Mille as both a creative and production agency, our six-day shoot came together – featuring three locations, three Ferraris, a professional driver, a model and some glorious Californian weather.
The cars were sensational: supplied by Ferrari North America, the film captured the Ferrari Roma, the SF90 hypercar and a classic 512BB, all shot on closed roads.
But the star of the film is, of course, the RM UP-01 Ferrari. Worth more than all three cars put together, demand for the ultra-flat watch will certainly outstrip supply – only 150 examples will be produced, yet our film has already been viewed over 11 million times.