The Problem

As Official Partner and Official Timekeeper of Birmingham 2022, Longines owned the thing everyone sees:

the result.

But watches like Longines are built around something far more interesting:

precision.

The Shift

Don't celebrate the second an athlete wins.

Celebrate the millions of seconds nobody saw that got them there.

The Idea

Greatness in the Unseen.

Five athletes. Three countries. Five intimate films connecting the invisible precision of elite sport with the precision inside a Longines watch.

Commonwealth Games XXII

The stories played against a Games where campaign athletes became part of the result themselves: Alice Kinsella won gold with England's gymnastics team and gold on floor, while Peter Bol took silver in the men's 800m.

With: Chris Robertson, Tim Jarvis,  Si Cox Photography. @McCANN Birmingham, UK.