Extract from pages 150 to 154 of part E of the book
Photographer Nadav Kander shot the Cartier advertising campaign (see Figure 7.20).
The panther has embodied Cartier’s creation since its first appearance on a watch in 1914. It is more than a symbol for the jewellery brand; it has become a myth nurtured by a brilliant and coherent use of the animal in products and communication over the years.
We are in the presence of an apparently realistic photograph of a panther trotting energetically over a very pale grey lake, which continues a sky of the same colour, separated by a distant horizon of lilac and pink mountain reliefs and in the distance. Everything is in pastel tones except for the feline's fur and the onyx of the jewel reflection of the live animal. Indeed, closer observation reveals that the panther's reflection is a jewel of diamonds and precious stones. The other enigmatic aspect is the traces left by the panther in its wake. They are circles like those that form on the surface of water. Is it a large, flat surface with a thin layer of water? It's unlikely, given the vastness of the surface. So, does the Panther walk on water?
The only life is given by the panther movement, in contrast with the seemingly frozen context, which favors the focus on the animal and its reflection. The gaze follows the course of the feline, from left to right, along the animal's run, accentuated by the italic writing of the brand name.
The overall effect is of a calm, immense, pure, and magical world, somehow reminiscent of the traditional Baikal Lake pictures or other large lakes in the morning light. The story is a glance into the journey of a panther, the only character of the story running with determination. The magic touch is given by the jewel reflection of the real animal and by the traces left by its paws on the water. The choice of world, story, character, and its pastel and horizontal aesthetic treatment delivers a beautiful, romantic, and inviting image.