IWC x George Russell
Intent
IWC brought George Russell to Montréal for Grand Prix week. The photo set went to Mercedes for approval and into the brand's press release.
IWC Schaffhausen brought George Russell to Montréal for Grand Prix week, with the AMG Petronas show car on the boutique floor. The brief came with an approval chain: the recap film and the first photo set went to Mercedes for review. IWC's press release went out the Friday, briefed against the brand's own Miami edition down to the reference frames. I shot the watches as objects in boutique light and the driver with the car behind him. He delivered one line straight to camera in Québécois. Photo and video shipped within 12 hours.
2026
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