How did we create the promo video for the C65 Dune?

The idea for the three-watch Dune Collection came from the Dune du Pilat in Aquitaine, Europe’s tallest sand dune.

So when we wanted to create a promo video for the launch of the Dune Collection, it was the obvious location. And if you’ve seen the promo, you’ll know how fantastic the dune (and the watch) look. That’s down to French filmmakers Maxime Horlaville and Steven Roussel.

Here, they give us the low-down on the methods and why filming at the Dune du Pilat was such a challenge.

Hi guys! Tell us about yourselves…
We’re Maxime Horlaville and Steven Roussel. Maxime is a freelance photographer, filmmaker and drone pilot based in Nantes, while Steven is a content manager and creator from nearby Saint-Nazaire.

What did you like about the Dune Collection?
The build quality of the watches and the way the materials matched the environment of the Dune du Pilat. They’re adventure-proof but classy!

How did Dune influence your story idea for the video?
We wanted the video to feel like an authentic Aquitaine adventure. Following the journey of a content creator and experiencing the beauty of the Dune du Pilat landscape through his eyes seemed the perfect storyline to showcase the collection.

“It was more than a photo shoot – it was a human experience”

Is that the guy in the video?
Yes, he’s called Maxime Azeggagh – a fellow content creator and model. We thought he’d be the perfect ambassador of the Christopher Ward lifestyle with his modern, adventurous look. He was also involved in the creative process by giving poses and setup ideas.

What difficulties did you face when filming?
The location was quite challenging! First, the Dune du Pilat is a world-famous site attracting many tourists annually. We wanted to get a natural feeling through our content, so we had to be mindful with every step to find footstep-free areas, ensuring we didn’t ruin it with our own footprints!

The Dune’s been in headlines recently – and not for the right reasons
Sadly, the area was devastated last July by a violent wildfire. Many roads were closed, and much of the pine forest was burned down. We tried to find angles to show the Dune as before, with dense pine forests and twisted roads. It was pretty intense – we needed four days to shoot.

What do you think of the final result?
I think that we can be proud of what we’ve created. It was a great experience to shoot with a fascinating project. It was more than a photo shoot – it was a human experience. Being able to take part in a real adventure to show a product is always a pleasure.