The campaign speaks about two types of time with origination in Ancient and Mythological Greece: the chronological time, Chronos, measurable, which sets the duration of hours, days and human life; and the climatic time, Kairos, which refers to the moment of opportunity and is related to unforeseen events, uncontrollable, and to nature’s time.
The film explores the relation between the products of Cinex and Chronos and Kairos. Products as a result of Chronos, the chronological time dedicated to their idealization, conception and production, and also related to their longevity. Kairos, in turn, is the time that acts upon products – the sun, the wind, the rain, and storms – and what motivates the resistance, durability and protection qualities of the material. The possibility of being connected to nature, protected, while integrating internal and external space.
