Close-up of a container filled with red incense sticks. There is black Chinese calligraphy overlayed on the image.

Swatch | Year of the Snake

Direction, Design & Animation

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We partnered with Swatch to craft two commercials for the Chinese New Year and their new products: Skin Irony & Big Bold watches. Bringing these two products to life, we explored the world of 2d & 3d design, creating visually captivating and fun storytelling. We had an incredible time designing these visuals, and we’re excited to share the results with you!

A luxury watch with a detailed blue and gold design, set against a red background with stylized black and gold bamboo branches and leaves.
A gold and white wristwatch with a botanical pattern on the strap, displayed against a red background with bamboo and foliage elements, and a coiled snake at the bottom.

Golden Red Bamboo

Featuring an intricate design on its textile strap, this ultra-thin, gold-colored watch reminds you that growth comes from the ability to adapt to any situation.

Close-up of a patterned fabric watch strap with a gold buckle engraved with the word "Swatch".
A wristwatch with a gold case and a white strap featuring red and gold leaf designs, displayed against a red background with gold and black bamboo stalks and leaves, and a gold snake at the bottom.

Blue & Golden Lithe Dancer

With its 47 mm dial, this BIG BOLD challenges you to step into the spotlight and move through life with fluidity, precision and unshakable confidence. 

Close-up of a baseball cap with American flag design, gold grille called 'G+8,' and a red background.

R&D - Behind The Process

Here's some bits of the process & exploration that were crucial for us to find the final look for our visuals.

3D wireframe model of a colorful wristwatch with a round face and adjustable strap.
A colorful 3D wireframe model of a smartwatch with a purple face and a multicolored strap.
A 3D wireframe model of a smartwatch with a round face and pastel-colored strap.
A set of three fabric watch straps with a beige background and red and orange abstract branch patterns, displayed against a black background.
Close-up of a beige watch strap with multiple adjustable holes, placed on a black surface.
A blue and yellow Swatch Swiss smart watch with a round face displaying the time and date, sitting on a white surface.
Close-up of a luxury watch face showing the time, date as Monday 28, with a dark background and gold bezel.
A gold wristwatch with a beige strap and an abstract orange and beige design on the face.
Disassembled sports watch with a black, grey, and white design, and yellow repair clips.
A fabric watch strap with a beige background and red and pink coral reef patterns, broken into three pieces.
A blank gray background with no objects or details.
A smartwatch surrounded by black abstract lines and arrows on a white background.
Illustration of a smartwatch with black and gray bands, surrounded by abstract black and gray lines, and handwritten notes 'PRODUCT FLUIDITY' and 'SWATCH'.
Illustration of bamboo stalks on either side with a blank space in the middle.
Sketch of a stethoscope with a gray chest piece and black tubing.
Close-up illustration of bamboo stalks with horizontal lines and a gray background.
A black and white sketch of a roller coaster track viewed from below.
A close-up of a Swatch Swiss wristwatch with a gray band on a plain background with black abstract lines.
A digital illustration of a smartwatch entangled in black wires with sketches of birds flying around.
Close-up of three crumpled aluminum cans on a white surface.
Illustration of a wristwatch with a stylus or pen pointing at it, showcasing its design details.
Close-up of a traditional Japanese-style umbrella, featuring a black and white dragon design, with the umbrella partially open and showing the canopy and supporting ribs.
A broken electrical utility pole with wires and a transformer hanging down, surrounded by a thorny plant.
Close-up of a white wristwatch showing the watch band and buckle with the brand name 'STITCH' engraved.
A digital illustration of a smartwatch hanging from a branch with small leaves, set against a gray background.
Close-up of a SwatchIT electric vehicle charging station surrounded by plants.
A clear plastic airplane model with wings, tail, and cockpit, situated on a metallic surface with small metal pieces and tools around it.
A person riding a skateboard on a street with trees and buildings in the background.
A close-up of a mechanical keyboard with colorful keycaps.
A drone with a makeshift plant-like decoration attached to its arms.
Close-up of an open, disassembled wristwatch with internal components visible.
Close-up of a modern, gray medical or dental device with a rounded top and a control knob.
A smartwatch on a branch with leaves against a gray background.
A digital 3D model of bamboo stalks and leaves in grayscale.

Discover more projects

Project: Year of the Snake
Client: Swatch
Direction, Design & Animation: Glid Studio

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FULL CREDITS

A project by: Glid Studio
Creative Direction: Guido Lanari
Producer: Marco Lanari
Art Direction: Fran Rossi & Guido Lanari
Artists: Fran Rossi, Germano Mombach, Josue Didaci, Andrew Tsymbal, Marko Magister, Guido Lanari