TAG HEUER - EYEWEAR 2024 - DIGITAL CAMPAIGN


 








The Challenge
Tag Heuer approached us to reveal two new eyewear models: MINI VINGT and JACK HEUER. The creative challenge was to deliver a unified visual language while highlighting the distinct identity of each. One design created from the speed and tech of Formula 1, the second rooted in design heritage. Each model required its own story, tone, and rhythm.
  
Our Approach We treated each model as a separate cinematic universe. MINI VINGT was imagined with a high-velocity aesthetic, a tribute to racing culture and engineered elegance. For JACK HEUER, we leaned into timeless design codes, blending precision and nostalgia with a modern edge. The duality between heritage and innovation guided our narrative and design logic throughout.


















The ExecutionWe produced four CGI-driven pills, bespoke key visuals, and motion graphics tailored for digital and retail platforms. The MINI VINGT visuals channel raw power and aerodynamics, using speed-driven cuts and graphic details inspired by track lines and car chassis. JACK HEUER’s world unfolds with quiet confidence, letting textures, materials, and legacy elements speak through measured pacing and clean framing. Each frame was built to feel premium, masculine, and unmistakably TAG.


The ResultThe launch delivered a clear, elevated visual identity for the eyewear line, differentiating both models while tying them back to TAG Heuer’s iconic DNA. The campaign performed across digital, print, and in-store media, capturing attention and reinforcing the brand’s luxury-performance ethos. A seamless blend of racing energy and refined craftsmanship, visualized with clarity and intent.







 






This campaign reflects TAG Heuer’s ability to bridge disciplines, from high-speed sport to timeless design. MINI VINGT is all about performance: slick surfaces, sharp silhouettes, and kinetic storytelling. JACK HEUER honors the origins of the brand, with a slower tempo and minimalist confidence. Together, they define the dual soul of TAG’s eyewear: past and future, legacy and motion.











Our goal was not just to showcase product, but to build emotional resonance around it.


We treated the glasses as objects of power, cinematic, functional, and meticulously designed. The visual systems developed for each model now serve as a blueprint for future collections. It’s not just eyewear; it’s identity made visible.



Two visions. One brand. A legacy reframed through design.















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