Col&MacArthur : Miysis 3D Studio

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Challenge: Creating advertising animations while remaining aligned with a startup’s marketing budget.

Supporting the growth of a watchmaking startup

It was shortly before 2017 that Miysis first met Col&MacArthur. At the time, the watchmaking house was experiencing strong growth and approached us to create a series of high-end watches celebrating Miysis’ 10th anniversary.

We developed the Miysis 10 Years Anniversary model, a project that brought great satisfaction both to our teams and to our clients. At the same time, we discussed the possibility for Col&MacArthur to collaborate with Miysis in order to strengthen its communication through more professional, and impactful visual content.

A watchmaking house unlike any other

Col&MacArthur is not a traditional watchmaking house. Beyond creating aesthetically refined watches, its uniqueness lies in designing each model as a tribute to iconic events, remarkable personalities, or historic institutions.

Every creation contains an authentic artifact integrated into the watch, turning each piece into a true showcase for these rare and meaningful elements. In addition, every model is enriched with symbols referencing key moments related to its theme.

Miysis’ role is therefore twofold: to reproduce these elements with extreme accuracy, while also elevating them visually so potential buyers can instantly understand the value, uniqueness, and emotional dimension of each watch.

A word from Sebastien, CEO at Col&MacArthur

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Incredible adventures

From the very beginning, certain themes particularly inspired the Miysis team. One example is the Lunar 1969 watch, which contains a fragment of lunar meteorite and for which we produced numerous visuals as well as television commercials.

In the same spirit, the RED 3,721 model was another major source of inspiration. We created an iconic animation that most likely contributed to the project’s remarkable success on Kickstarter!

Exploring the full potential of AI-driven storytelling

Miysis has always enjoyed exploring and testing new technologies alongside its most loyal clients. In this spirit, we fully embraced the potential of artificial intelligence to create highly inspiring and extremely realistic films featuring virtual actors wearing and showcasing the watches.

By combining advanced 3D production techniques with AI-driven enhancements, we were able to produce cinematic visuals with a level of realism, emotion, and flexibility that would traditionally require much larger production budgets.

These virtual characters help bring the watches to life, highlighting their materials, details, craftsmanship, and symbolic storytelling in a much more immersive and aspirational way.For Miysis, these experiments are not only about innovation, but also about finding new creative possibilities capable of elevating the identity and perceived value of each product.

A story of friendship

The relationship between Sébastien Colen and Denis Stevens, CEO of Miysis, quickly grew beyond a simple professional collaboration. Their shared passion for entrepreneurship and for the worlds imagined by Col&MacArthur naturally evolved into a genuine friendship.

That is also what makes this kind of human adventure so meaningful: coming together around a common vision, overcoming challenges side by side, and finding the right solutions to help both companies grow sustainably over time.

From Design to Reality

Each new project created for Col&MacArthur is a fascinating journey for the Miysis team. One of the most rewarding aspects of this collaboration is seeing each watch evolve from the very first sketches and early concepts, to the creation of the visuals and films, and finally to holding the real product in our hands.

Over the years, this process has created a strong connection between our teams. Together, we transform ideas into cinematic visuals that highlight not only the craftsmanship of the watches, but also the emotion, symbolism, and story behind every creation.