The Cardistry Video That Caught IWC’s Attention

IWC Schaffhausen Montreal Boutique – Photo by @namastevo

What started as a fun social media content idea turned into one of my dream brand collaborations.

After watching F1 The Movie, one detail stayed with me long after I left the theatre. In several scenes, Brad Pitt, who plays Sonny Hayes, handles a deck of cards using real cardistry technique. The movements were clean and confident, immediately recognizable to anyone familiar with the craft.

The deck itself was Cartelago, created by Franco Pascali. Cartelago is well known within the cardistry community, though still niche outside of it. Seeing that specific deck featured in a film of this scale felt meaningful. It showed a level of attention to detail that I genuinely appreciated.

Cardistry with Cartelago Playing Cards – Photo by @namastevo

A few days later, I decided to recreate every cardistry move featured in the film. I filmed the piece wearing a homemade racing outfit assembled from a crew neck sweater and printed paper logos. It was spontaneous and playful. I simply wanted to celebrate something that excited me.

The response was far bigger than I expected. The content created around F1: The Movie generated over 5M views on Instagram and 2.5M views on TikTok and eventually reached the headquarters of IWC Schaffhausen.

IWC Schaffhausen, a sponsor of the fictional APX GP racing team in the film, reached out with an idea: recreate the concept again, this time wearing the official APX GP replica suit and featuring the IWC Pilot’s Watch Performance Chronograph 41, the same model highlighted in the movie.

IWC Pilot’s Watch Performance Chronograph 41 – Photo by @namastevo

As a watch enthusiast myself, I found this opportunity special. IWC has long been a respected name in watchmaking, and being invited to bring my craft into their world was genuinely exciting.

With the support of Raymond Francisco and Nam Vo, we elevated the original concept into a more refined production. We filmed at the IWC Boutique at Royalmount in Montreal, operated by La Maison Monaco.

Behind the scenes with @rayxcreations – Photo by @namastevo

Leon and Armen were welcoming throughout the day and generous with their time, guiding us through the details of the watches and ensuring the entire experience felt seamless.

One of the highlights was wearing the replica APX GP suit from the film. It fit perfectly and felt like a full circle moment considering the homemade version I originally assembled with printer paper and tape. Performing the same cardistry sequences in that environment brought everything together in a way that felt authentic.

Seeing the Pilot’s Watch Performance Chronograph 41 up close added another layer to the experience. There is a precision and clarity to the piece that resonates deeply with what I value in cardistry: timing, control, and attention to detail.

Sharing card tricks with Leon and Armen of La Maison Monaco – Photo by @namastevo

Between takes, I also had the chance to share some magic and mentalism with the boutique team. Those spontaneous moments became some of my favorite parts of the day.

The final collaboration video is featured below.

Looking back, this project represents the kind of work I’m most excited about. It began with a genuine reaction to a cultural moment and evolved into a collaboration that felt aligned from every angle.

It is a reminder that when you share work rooted in real enthusiasm and craftsmanship, the right opportunities can follow.