TAG Heuer

Creative idea

Aboard their racing-sleighs, Ayrton Senna, Steve McQueen and the Red Bull pilots carry freshly produced watches from the Tag Heuer factory, high in the Swiss mountains. On their way, they cross the most iconic watch models, while they are being extracted from their natural habitat. The end of the film reveals that this miniature scale-model looking set is, in fact, an installation in the front-window of the Champs-Elysées Tag Heuer shop. This is why we gave this 3D animation a stop-motion feeling, by mixing realistic textures with hand-painted sets.

Brand name: TAG Heuer
Advertiser / client: TAG Heuer
Product / service: Luxury Watches
Campaign name: TAG Heuer Holiday Season 2022
Agency network: INDEPENDENT AGENCY
Agency: GARNAMATAC, Tbilisi
Media agency: Parallel Studio
Additional company: Parallel Studio, Paris
Production company: GARNAMATAC
Art director: Yann Pineill
Account director (agency): Antonia Poux
Client account director: Carla Singer
Illustrator: Hugo Leick
Music: Ambrose Yu
Additional company: Pre-production Development: Yann Pineill, Thibault de Fournas, Hugo Leick, Phong Luong, Brice Crevitz Head of CG: Nika Maisuradze CG Artist, Environments & Props: Sandro Tatinashvili CG Artist: Tamuna Chagunava Animators: Irakli Kiladze, Marita Giorgadze CPM: Oto Shamugia