TAG Heuer Solargraph

To launch TAG Heuer’s first solar-powered watch, the brand commissioned us to create the storytelling and produce the content for this brand campaign. Ness came up with the creative direction and storyline, led the pitch, and followed production until final delivery. The production partners chosen for this project are the talented people at TOAST.

Around the Sun

Since the watch is powered by light, we knew that the story we wanted to tell was going to revolve around the sun. The film starts at dawn, and finishes at nightfall. The whole film was filmed using only natural lights and we used the sun as a mean to transition between all sports.

Darkness

The Superluminova of the watch is what makes this watch stand out, especially in the darkest places. This is why we decided to make the film start and finish on the watch.

Thankful_ness

We would like to thank our client TAG Heuer, especially George Ciz and Pascal TEA for trusting us with the initial brief and giving us the opportunity to produce such a campaign. A heartfelt thanks to all of the amazing cast and crew for all the hard work and without whom this project would have never seen the light of day. Creative Director @nolanbuchi /Director @antoinejans / Editor @antoinejans / Creative Agency @_ness.creative @toast.agency / Production @toast.agency @around_communication / Producers @sandgilles @aliciapiattini @robinvaneberg / Color grader @davidegreco.colorist / Photographer @gullerpat / 1st AC & Drone @dylan_endrion / Local partners @pyrene_media @we_are_fast.tv @climbingsiurana @santaibiza / Drone @xvrjrddlm @ericcabuti / Casting @dicha.climbing @bruchezflorian @manonmoulin @ruedibeck / Studio @the_artaban_filmance / Music @michaelbogamusic / VO @aust.music / Product Photographer @alexteuscherofficial / Thank you to @helialps @scottsports