Tag Heuer
Modular 45
Time to choose 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, 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.
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
Sound Design
Xavier Lavorel
Editing
Sébastian Bouet
Color Grading
Boris Rabusseau
Post-Production Management
Jean Charles Weber
Selected Works
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Rolex Grand SlamThe art of osmosis
BaselworldThe value of time
NexeoTechnologies and languages developed for today as well as tomorrow.
The PoolA Talent brand and neo-content agency
Les AerostiersA fantastic voyage that links expertise with time
YaarzLet's Make Live Happen
OkotygThe blockchain data platform for tomorrow
Caspita JewelleryA surrealist world with heart
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
© 2024 Suleyman Yazki | Design & Direction