Dubai Scale
The Burj Khalifa gave the film immediate regional recognition and monumental luxury context.
Consumer Brands & Retail / Luxury Watch Film
Richard Mille
A CGI dragon circles Dubai's most iconic skyline, then disappears into the mechanics of the RM 057 Tourbillon Dragon.
00 / Objective
Introduce a rare timepiece to the UAE through a mythic symbol moving across a real city.
The RM 057 Tourbillon Dragon already carried spectacle inside the watch. VoidX extended that world outward, using the Burj Khalifa as a cinematic anchor before pulling the audience into the watch's sculptural mechanics and luxury detail.
Dragon Motion
The CGI creature turned the product story into an event, making the launch feel larger than a standard reveal.
Watch Detail
Macro moments brought the spectacle back to the precision, texture, and rarity of the RM 057.
Flight
A dragon arcs around the Burj Khalifa, making Dubai the launch stage.
Hero Still
A polished still frame gives the skyline concept a stronger campaign key visual.
Process
A regional landmark turns the film into a UAE-specific luxury signal.
Dial
The dragon resolves into the watch, linking fantasy with mechanics.
Wear
A wrist shot grounds the rare object in real ownership desire.
Myth
Close detail reveals the sculptural intensity behind the hero concept.
01 / Approach
Make the reveal feel inevitable.
The concept starts at city scale, then compresses into the object itself. The audience sees power in the skyline before discovering the same energy inside the watch.
Anchor the story in Dubai
The Burj Khalifa established instant recognition for the UAE audience and positioned the launch inside a familiar luxury environment.
Use CGI as spectacle
The dragon was treated as a moving symbol of power, rarity, and mythology, giving the film a stronger memory structure than a direct product reveal.
Resolve into craftsmanship
The final transition into the timepiece connected the exterior fantasy to the intricate mechanics and luxurious appeal of the RM 057 Tourbillon Dragon.
450K
Views across online platforms, creating strong visibility for the launch film.
UAE
Luxury audience reached through a concept built around Dubai's skyline and regional aspiration.
02 / Results
The watch became a cinematic event.
The film generated buzz around the RM 057 Tourbillon Dragon and positioned the piece as a high-end must-have in the region, pairing spectacle with the technical richness collectors expect from Richard Mille.