TAG HEUER Aqua racer - The brief
TAG Heuer challenged us to drive awareness of their ultimate sports watch inspired by the aquatic world, Aquaracer.
The brand requested social-first content that would reflect the luxury nature of the product and bring to life TAG Heuer’s strapline ‘Don’t Crack Under Pressure’.
The Solution - Escape the pressure
In order to tell TAG's story of Don't Crack Under Pressure and bring to life the story of the Aqua Racer we challenged a group of talent to escape the pressures of daily life and take on the mental and physical challenge of the Scottish Highlands. We cast six diverse talent, each with a very different life story, but a strong sense of adventure, to take their audiences on a personal journey and show how striving for success requires an adventurous spirit and a lot of self-belief and determination.
Working with an experiential travel company we put together an action-packed itinerary for our talent in the Scottish Highlands. Talent faced a series of thrilling air, land and water based activities such as flying a helicopter, racing Aston Martins and kayaking across the lakes. This created countless opportunities to showcase the Aquaracer and drive organic content. In order to tell the talent's unique stories we crafted bespoke interview questions that would help us pull out the answers we needed to curate the narrative we were after. We provided the crew with a clear art direction through a strong treatment and storyboards to ensure the style brought luxury to life with a fresh social approach. We made sure the photography brief was incredibly tight, curating moodboards that gave clear direction on the balance of product and adventure.
