The Precious Garage

MATTE Projects partnered with Cartier on a daring event series called “The Precious Garage” to showcase the newest additions to the Parisian brand’s iconic Juste un Clou & Écrou de Cartier collections in three American markets. Our aim was to empower Cartier to instantly broadcast three exclusive and ephemeral events to their audience in near real time without sacrificing the high level of quality that the luxury goods conglomerate is known for. MATTE created all the branded content to preserve parts of the journey that could have gone unseen, but instead became highly cinematic moments.

Beginning in New York, MATTE covered the assembly and unveiling of the Garage's installation at The Cartier Mansion. Adding a unique content layer, we built a lighting installation in the cab of 'The Precious Truck'– the 18-wheeler big rig vessel that would herald the Cartier activation across the country. The installation provided an interactive backdrop for guests of honor Troye Sivan and Zoe Saldana, posing for dynamic video portrait sequences that engaged Cartier's global digital audience.

Nashville, Tennessee provided the second backdrop and intimate backstage moments for the Precious Garage, fusing the sleek Cartier aesthetic with raw Americana context. Intercepting the Truck en route, MATTE utilized aerial cinematography to document the traveling icon as it trekked through the beautiful plains of the South.

For the campaign's finale, MATTE followed the Precious Truck weaving its way through the Pacific Northwest on its way to its last stop: Seattle, Washington. There, Santigold entertained revelers and MATTE was there to again direct dynamic video portraiture, this time in the rear of the Precious Truck, revealing a brilliant lighting and product installation for this memorable experience.