The campaign, which was shot in the Californian desert outside Los Angeles, uses impressive imagery - including Bradley Cooper on a motorbike in front of a vintage plane. It is intended to emphasise IWC's appeal to unconventional individualists who do not let obstacles stand in their way and instead enthusiastically take on new challenges. With the Big Pilot's Watch Edition \"Le Petit Prince\", the adverts also feature one of the Schaffhausen-based manufacturer's most famous watch icons.<\/p>\n
\"With this campaign, we are further developing the emotional stories surrounding our brand. We could not have imagined a better partner than Bradley to present our high-quality mechanical timepieces such as Pilot's Watches to a growing global audience,\" said Christoph Grainger-Herr, CEO of IWC Schaffhausen, in a statement.<\/p>\n
Filming for the campaign took place over several days in the Mojave Desert near Los Angeles. At the centre is Bradley Cooper, who rides through the desert on his motorbike - driven by a pure love of freedom and a thirst for adventure. With the story and images of the campaign, IWC wants to make an exclamation mark and prove that the brand's authenticity and uniqueness make it attractive to open-minded, curious and adventurous people who live life to the full. The images were created by Swiss photographer Marco Grob. The New York-based photographer is famous for his portraits and other images and has already worked with some of the biggest names in the entertainment industry.<\/p>\n
Turn the ignition key and step on the gas: You can enjoy the whole experience on Google Spotlight or as a 360\u00b0 version on YouTube:<\/p>\n