Jaeger LeCoultre
FRANCE
Art Direction, Packaging, Campaign, Launch Asset
Translated Lisette Geurtsen’s observation-first dementia care approach into a calm, sensory-led brand identity that feels reassuring, human, and emotionally safe rather than clinical.
To translate Tony Orrico’s performative circular artworks into a refined visual system aligned with Jaeger-LeCoultre’s luxury codes and horological heritage trough teaser & reveal campaign.
2022
Academic Case Study
Role:
Art Director
The creative direction is based on soft orientation, guiding gently rather than instructing, with circular forms, a dementia-friendly color palette, and imagery of quiet moments and natural light to evoke safety and familiarity.
In collaboration with brand's marketing team as part of an academic partnership program.
Instagram video teaser
