Author: Anders Peter mejer

George Clooney – Como

“A campaign that captivates through a combination of striking elements, with every detail in harmony: the deep azure-blue water, the vintage Riva boat with its teak accents, George Clooney’s classic striped shirt, the backdrop of the Italian landscape, and, of course, the Omega Seamaster itself. Together, they evoke a sense of enduring luxury and effortless style, capturing the essence of Seamaster watches. Looking back, it was the first campaign I ever created for Omega Watches – and a project that came to set the tone for many that followed.”

In addition to the main campaign, we produced a range of elegant images that perfectly reflected the Old Hollywood feel we aimed to achieve. These were used extensively for PR and featured in Omega’s magazine, Omega Lifetime.

USA Swimming Team

Just before the 2008 Beijing Olympics, we created a photo shoot for Omega, the official timekeepers of the Games, featuring USA Swimming Team stars Natalie Coughlin, Katie Hoff, and Michael Phelps. The images, shot at a local pool in the Bronx, captured the pre-race meditations and determination of these elite athletes. All three swimmers returned from Beijing adorned with Olympic medals.

Some of the images were featured in an article for The Olympic Edition of Omega Lifetime magazine, accompanying an interview with the swimmers in which Phelps discussed his potential to win eight gold medals in Beijing – a prophecy fulfilled later that summer. The rest, as they say, is history.

Michael Phelps

For the launch of a new line of water-resistant Omega watches, we developed a PR campaign featuring swimming legend Michael Phelps. The shoot took place in his hometown of Baltimore, where we built an indoor swimming pool in a studio, using a lighting setup inspired by a diver watch shoot we had done two years earlier – this time on a much grander scale.

One of the standout images from the shoot graced the cover of The Water Edition of Omega Lifetime magazine. This issue was also transformed into an interactive digital edition for iPad, extending the campaign’s reach and engagement across multiple platforms.

Lightning Seeds

“I created this editorial for Copenhagen Living magazine, spotlighting the city’s rising stars. Each portrait was shot at a different location that reflected the creative spirit of the talent. One memorable moment was photographing 19-year-old music producer Thomas Troelsen in his studio, fueled by the infectious energy of Junior Senior’s Move Your Feet, which was on repeat – a future dancefloor anthem he had been working on just the night before.”

Nicole Kidman

“In 2015, I was approached to create a new campaign for the Swiss watch brand Omega’s relaunched Ladymatic watches, featuring long-time ambassador Nicole Kidman. My aim was to develop a campaign that contrasted the watch’s glamorous design with a more casual, down-to-earth portrayal of Kidman.”

While most women’s luxury watch campaigns were traditionally characterised by extravagant gowns and high fashion, we aimed to break from this norm by presenting Kidman in a more natural, understated style – creating a subtle contrast with the Ladymatic’s refined elegance. Additionally, we sought to highlight Kidman’s behind-the-camera persona, adding a unique and authentic dimension to the campaign.

“The clean, classic look of the studio setting was an ideal match for French fashion photographer Patrick Demarchelier, whose aesthetic perfectly complemented my vision. The resulting images embodied a timeless elegance, presenting the Ladymatic’s refined beauty in a fresh, accessible way.”

A behind-the-scenes video for social media and a TV commercial incorporating footage from the shoot, further amplified the campaign’s reach and impact. The combination of casual elegance and high fashion successfully positioned the Ladymatic series, celebrating both the watch’s sophistication and Nicole Kidman’s multifaceted persona.

George Clooney – Speedmaster

In 2015, we worked with George Clooney on his first Omega campaign dedicated exclusively to the Speedmaster Moonwatch. The campaign drew on Clooney’s personal connection to the Speedmaster – a relationship that began in his childhood, shaped by his vivid memories of the first moon landing.

The classic portraits of Clooney wearing his Omega Speedmaster were integrated into a comprehensive 360° campaign and this editorial design for Omega Lifetime magazine, complementing the broader Moonwatch campaign. 

Magnus Carlsen

To mark the launch of Omega’s Master Co-Axial movement, we dedicated an entire issue of Omega Lifetime to the theme of mastery, calling it The Master Edition. The edition featured interviews with notable figures, including Chicago’s master chef Grant Achatz, Masters champion Sergio Garcia, and chess grandmaster Magnus Carlsen.

“Although time is crucial in speed chess, I aimed to capture the mental aspect of the game through these images. This was achieved in the close-cropped portraits, where Magnus’s intense focus captivates, reflecting the chess master’s mind at work. Chess enthusiasts particularly appreciated the attention to detail, especially the depiction of a famous Carlsen game featured in the article.”

Zhang Ziyi – Fall

Inspired by actress Zhang Ziyi’s groundbreaking roles in modern Asian martial arts films, we crafted this campaign for one of the most popular watches in Asia, the Omega Constellation. Embodying the essence of autumn, the season’s warm colours beautifully complemented the gold tones of the watches.

Each colourful set built in a studio in Paris gave us a plethora of stunning images for PR and social media usage. Since everything was shot in a single take, the stunning sets also provided an ideal backdrop for captivating behind-the-scenes video content.

Liu Shishi – Studio

The inaugural campaign with Liu Shishi for Omega Watches marked the beginning of an exciting collaboration. A celebrated Chinese actress, renowned for her graceful presence and timeless style, Shishi perfectly embodies the essence of the Constellation watch. This synergy was the inspiration for a campaign that highlights her elegance alongside the watch’s beguiling but understated luxury.

James Bond – Skyfall

“The first Bond advertising campaign I created for Omega watches was for the film Skyfall, captured in Istanbul, where the opening sequence was filmed. The concept aimed to embody the iconic essence of Bond, blending classic 007 references with Daniel Craig’s modern portrayal of the agent.”

Kaia Gerber

The first 360° launch campaign for Omega’s Trésor watch collection was introduced alongside Kaia Gerber’s debut as an Omega ambassador in 2017. Kaia, now one of the most sought-after models of her generation, brought a fresh, modern elegance to the Trésor collection. Her fresh, contemporary presence complemented Omega’s rich legacy, positioning the brand at the perfect intersection of tradition and innovation.

“Inspired by photographer Peter Lindbergh’s style, I wanted the campaign to embrace his mastery of natural light and black-and-white imagery. We managed to create a series of iconic portraits that day on Malibu beach, evoking a sense of cinematic beauty and intimacy, while reflecting Omega’s blend of heritage and modernity.”

The Trésor campaign was the centerpiece of four campaigns, including three sub-campaigns featuring Kaia with her family, including her mother, Cindy Crawford, who has been an Omega ambassador since 1995.

Liu Shishi – Peonies

For the launch of a new series of Omega Constellation women’s watches, we developed a floral-themed 360° campaign for the Chinese market, seamlessly combining product visuals with a high-profile celebrity endorsement. 

The visual narrative highlighted the precision craftsmanship of the timepieces alongside the elegance of nature. Soft floral tones complemented the watch designs and the tones of their materials, creating a refined and cohesive aesthetic.

Executed during the early weeks of the COVID-19 lockdown, the visuals featuring renowned Chinese actress Liu Shishi were photographed in Shanghai and art directed virtually from our office in Copenhagen. The large-scale floral billboards across China became an almost poetic symbol of resilience and beauty during the global lockdown.

Clooney & Einstein

On set with George Clooney, creativity often thrives in the unexpected. The original concept was a PR campaign built around classic portraits of Clooney with vintage film equipment. But when his dog, Einstein, unexpectedly leapt onto the table, everything shifted. What followed was a series of spontaneous, playful moments that brought fresh energy to the shoot.

After the shoot, we tested the images in ad layouts – with the client’s enthusiastic approval – adding a playful twist by including Einstein’s name alongside Clooney’s in the campaign concept. The response was overwhelmingly positive, and Omega fully embraced the charm of the unplanned, ultimately turning those spontaneous moments into a final advertising campaign.

Naomie Harris

Actor Naomie Harris exudes an extraordinary presence in front of the camera, radiating both dynamic energy and subtle gentleness. Inspired by iconic black-and-white celebrity portraits of the early 1980s, photographer Mark Abrahams captured Naomie’s essence with remarkable precision.

The resulting photos, alongside an in-depth article on Harris’ work and her role as Ms. Moneypenny in the James Bond franchise, aligned perfectly with our vision for Omega Lifetime. This editorial was produced in conjunction with her role in Spectre for The Spectre Edition of the magazine and Omega’s social media platforms.