“How far would you go for love?” That’s the question Cartier is posing with its new series of videos—how far for love and, by extension, how far for its iconic Love bracelets. Last night, the jeweler debuted the first flick, Painted Love, with a screening and party at New York’s Thompson L.E.S. hotel.
Music video veteran Ben Dickinson, who has lensed videos for bands like the Rapture and LCD Soundsystem, shot the short in various Bushwick lofts, Lower East Side street corners, and famed downtown haunt Lit, to a score provided by the fashion-favorite French electronic band Air. How far would Dickinson go for love? “It’s a complicated question,” he said. “We tried to capture the best moments of love, when your ego baggage is down and you feel a cosmic, almost spiritual connection.”
Painted Love launches on Facebook November 9 and on www.cartier.com November 16.