Tag Heuer Modular 45

Tag Heuer
Modular 45

Time to Define Your Style

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, Tag Heuer has been a pioneer in watchmaking, blending technological innovation, precision, and bold design to create timepieces that redefine the art of timekeeping. With a legacy rooted in sports, the brand continues to lead with some of the most accurate watches and timing instruments in the world.

For the launch of the Tag Heuer Connected Modular, the brand sought an innovative and dynamic digital campaign to showcase its blend of Swiss tradition and cutting-edge technology. I crafted a creative direction inspired by the watch’s versatility, drawing on the materials, colors, and features to create a visual choreography influenced by Maurice Béjart’s iconic work. This approach transforms the watch into a timeless masterpiece, evolving moment by moment, embodying Tag Heuer’s heritage and future in one exceptional connected experience.

DESIGN APPROACH

A choreography of time

ARTISTIC RESEARCHES

A brand language made flexible

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.

SOCIAL & INTERACTION

A love for colors

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

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