Parallel Hours

A launch film and microsite for a watchmaker that treats time as a place.

Film and Software

Client: Parallel Watch Co.
Year: 2025
Role: Creative direction, film, WebGL
Time: 14 weeks
Crew: 7 people

Parallel Hours: Two overlapping watch dials (fine tick marks, brass rings), each with its own pair of hands set to different times.

Brief

Parallel makes watches with two dials that run at different speeds. The launch had to explain that in ten seconds, without a diagram.

Idea

Shoot everything at two frame rates and let the page keep two clocks. Visitors drag between them, and the film follows.

Build

A fourteen-week sprint: one director, one engineer and a rig that ran two cameras at 24 and 96 frames per second.

Launch

The film and microsite went live together, with the site loading in under two seconds on a mid-range phone.

After

The film travelled further than anyone planned, and the first batch of pre-orders went before the weekend. The two clocks are still on the site, ticking at different speeds.

The film was watched 4.2M times in its first week. Pre-orders landed 38% above forecast, and the microsite was interactive in 1.9 seconds on a mid-range phone.

Award