The brief from Omega was to showcase the anti-magnetic properties of their new Co-Axial watch movement. The idea that we came up with was to use iron filings and magnets to show magnetic forces at work. The filings and the watch are pulled by the magnets but the watch keeps perfect time.
In order to create the best effect possible I created a custom particle system using action script and tweenlite, in combination with bit masking this allowed me to make the text completely dynamic allowing for multi-language adapation on the fly.

The watch itself keeps perfect time by pulling a live time stamp every time the creative is viewed.