Cartier and Air ‘Painted Love’ Debuts On Facebook Today

Cartier, the iconic luxury brand, premiered “Painted Love” today on Facebook.

This is a first for Cartier, connecting with their consumers in social media. “Painted Love” is an exclusive short film collaboration with New York based director Waverly, and French band Air.

Waverly is known for LCD Soundsystem, The Rapture, Deathcab for Cutie, and TV on the Radio.

You can see the short film and download the Air track. “Painted Love” is to launch worldwide November 11 on VEVO, available on all digital Cartier sites starting November 16.

painted love
painted love, youtube screenshot

Rolling Stone calls the collaboration “romantic, surreal, and stylish.” StyleCaster.com commends Cartier’s tech-forward strategy saying, “if this isn’t a sign of the times, I don’t know what is.”

“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.

“Cartier has strong French culture. It is something we feel very close to. What brought me to compose the slightly extreme music is this connection that Cartier has built with creators, contemporary art and the Foundation. There is a long and genuine history between Cartier and artistic creation, and I thought it was a very good opportunity for us to experiment with different sounding music than what we could have done for another band.*” says Jean-Benoit Dunkel of “Air.”

Since 2007, Cartier has invited international artists to freely express themselves to answer the question “How far would you go for Love?.” “Painted Love” by Air follows the footsteps of Cartier’s tradition of artistic collaborations. Most recently, they teamed up with Olivier Dahan (who directed 12 short LOVE films in 2007), with “l’oeuvre XXX” in 2008- the exclusive concept album that achieved cult statusincluding such artists as Marion Cotillard, Lou Reed, Phoenix and Ryuchi Sakamoto, and then with Camille Henrot (Marcel Durchamp Prize) who showed her work at the Fondation Cartier in 2010.

The Making Of Painted Love

https://www.youtube.com/watch?v=b7C7Hd7I7RM

Alan Gray is the Publisher and Editor-in-Chief of NewsBlaze Daily News and other online newspapers. He prefers to edit, rather than write, but sometimes an issue rears it’s head and makes him start hammering away on the keyboard.

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Alan is also a techie. His father was a British soldier in the 4th Indian Division in WWII, with Sikhs and Gurkhas. He was a sergeant in signals and after that, he was a printer who typeset magazines and books on his linotype machine. Those skills were passed on to Alan and his brothers, who all worked for Telecom Australia, on more advanced signals (communications). After studying electronics, communications, and computing at college, and building and repairing all kinds of electronics, Alan switched to programming and team building and management.

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