French jewelry company Cartier has but one question on their mind: “How Far Would You Go For Love?” For their ongoing campaign attempting to answer this mystery wrapped in a riddle inside an enigma, the luxury brand has recruited Nicolas Godin and Jean-BenoÃ®t Dunckel, also known as the electronic duo Air, to soundtrack a new short film/music video, titled Painted Love.
Having previous experience with such work as Sofia Coppola’s The Virgin Suicides, the French twosome are certainly no strangers to soundtracking a film. This was, however, their first venture into the world of fashion. Naturally, it was the film’s plot involving a lost and conflicted Manhattan-based artist, his muses, and an internal struggle between the true reality of his very own romantic ideals that drew Air to the project. “The idea of the muse is very important to me, it is like a driving force,” Jean-BenoÃ®t Dunckel said in a press statement. “I know that for every album, we have needed a love story as a motivation. Creating art is like a huge need to be loved.”
The surreal Painted Love, directed by Waverly and featuring original music by Air, is streaming at the Cartier’s Facebook page. The short film is the first in a three-part project by Cartier.