Tag Heuer
Modular 45

Time to choose your style

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CLIENT
Tag Heuer

STUDIO
Freestudios

ROLE
Creative Direction
Art Direction

Visual Design

EXPERTISES
Brand Content
Social Activation

Motion Graphics

SECTOR
Watchmaking
Luxury

Technology

Since 1860, watchmaking pioneer Tag Heuer has been blending technological innovations, high-precision timekeeping and cutting-edge designs to create products whose performance continues to shape the passage of time. The brand has built on its active involvement in sports to create some of the most accurate watches and timing instruments in the world.

Designed in the purest Swiss watchmaking tradition, the new Tag Heuer Connected Modular combines Tag Heuer’s watchmaking history with the latest technology to create a watch that allows a new generation to make the most of any given moment. Beyond the technological aspect, you can easily add custom watch faces to your curated watch collection alongside over 30 additional iconic Tag watch faces, bringing Tag Heuer's heritage and its future together into one connected experience.

For the launch of this collection, Tag Heuer wanted to have an innovative, flexible, and animated digital campaign. The creative direction and artistic style that I developed borrows from a major feature of the watch:  its versatility. The universe (we) created plays upon the materials, colors, and features to establish a visual choreography that’s inspired by the work of the famous artist Maurice Béjart. The watch is thus transformed, second-by-second, into one single, unique and timeless work.

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DESIGN APPROACH

A choreography of time

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ARTISTIC RESEARCHES

A brand language made flexible

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The logo was used as a means to create an engaging visual universe that ties the product to the brand.

The graphic elements inspired from the logo bring life to the assemblies that evolve and change with time and movement.

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SOCIAL & INTERACTION

A love for colors

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Instagram has been a key tool for this social media campaign. The brand has thus generated a strong engagement with the brand’s officionados.

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CREDITS

Client
Tag Heuer

Studio
Freestudios S.A

Production
Pascal Girardin
Anne-Cécile Vallenet

Brand Content Manager
Émilie-Alice Fabrizzi

Creative & Art Direction

Suleyman Yazki

Compositing
Boris Rabusseau
Julien Andrey
Bérénice Rogazy
Julien Jaillet

Sound Design
Xavier Lavorel

Editing
Sébastian Bouet

Color Grading
Boris Rabusseau

Post-Production Management
Jean Charles Weber

Selected Works

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The PoolA Talent brand and neo-content agency

League of Legends EsportConnected to the elements: Let the game begin

Les AerostiersA fantastic voyage that links expertise with time

BaselworldThe value of time

OkotygThe blockchain data platform for tomorrow

Caspita JewelleryA surrealist world with heart

Rolex Grand SlamThe art of osmosis

Destiny House of WolvesA thrilling voyage into the heart of multiplayer sci-fi.

Le CorbusierBetween color, geometry and period architecture

Chopard In ConversationA co-creation mixing art with trademark thought

A Good Time ProductionFrom classic cinema to its future

Tri-State PicturesThe union of three states

Chopard Making OfWithin Cinema’s Corridors

Chopard Mille MigliaLa Dolce Vita meets la Sprezzatura

Longines Global ChampionshipA championship in the heart of the most beautiful cities

Tag ModularTime to choose your style

Geneva in motionGeneva, the multi-faceted city

100 Years in the airThe history of the earth looking to the sky

World Drone RacingAt the speed of the light

HarboreDiscovery made easy: Clear approaches, processes and methods

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