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.