With Winter Tale, Cartier Continues Investing in Haute Branded Entertainment

Cartier's new Winter Tale holiday campaign promotes the French jeweler this holiday season with an ethereal spot (and its iconic panther) that follows on a trio of short films (directed by Luca Guadagnino and co-scripted by Xan Cassavetes) that the luxury brand debuted last month, along with an original video and music by the French band AIR. Watch them below.

"Painted Love," above, featuring original music by AIR, follows the trials and tribulations of a young artist in New York as he searches for his muse. Since 2008, Cartier has been inviting artists such as Lou Reed, Phoenix, Olivier Dahan and Camille Henrot to provide their individual interpretation in response to the question "How far would you go for LOVE?"

The description for the first of the three shorts by Guadagnino: "A couple of actors is playing roles of seduction and teasing, on and off screen to better love each other. Only for the movie or their entire life? Under a bright spring sun in the Palais Royal Gardens, Luca Guadagnino underlines this unique moment when two free-spirited and ardent lovers decide to unite their destiny together."

The description for the short, above: In a townhouse rue du Faubourg Saint-Honoré, a wealthy industrial family is celebrating the engagement of their only son. His fiancée seems lost in the middle of this splendor she has rarely experienced ....a moment, a doubt... But that's overlooking the deep love the young man has for her.

Finally, "A mature couple is meeting at the Opéra Garnier where they once promised love to one another. An evening like any other after so many years spent together? Not with the affectionate playfulness they share."