IWC Ingenieur — product film

Roman Kaelin's product film for the IWC Ingenieur relaunch uses material transformation as its primary narrative device. The piece moves from raw steel — simulated as fluid, granular, almost geological matter — toward the precision of the finished watch. This is not decorative motion; the animation logic is tied directly to the object's identity. The particles do not perform complexity for its own sake — they establish weight, origin, and transformation. The underlying principle applies across any 3D environment: motion should emerge from the logic of the material, not be imposed upon it. Kaelin and PULK are based in Zurich, IWC in Schaffhausen — a rare example of high-end Swiss product motion design produced entirely within Switzerland.