Tag Heuer contacted us to make its 2022 Christmas film. Tag Heuer wanted to break away from traditional Christmas campaigns in the luxury sector. Their goal was to break the codes of the watchmaking market, while reinforcing their identity and values. Tag Heuer defines itself as avant-garde, with a passion for action. The aim of this campaign was also to attract a wider audience.

Tag Heuer has been a major partner in motorsport for many years. We therefore created a graphic universe combining the traditional Christmas imagery and those of motor racing. The Christmas elves are turned into tiny Formula 1 drivers and Santa’s sleigh into sled race cars. The animation features the legendary Ayrton Senna, Steve McQueen and the Red Bull drivers, 'friends' of the brand. F1 now attracts a large audience (thanks to 'Drive to Survive' TV show), which has contributed to the success of the campaign.

To better feel that the miniature scale-model looking set is, in fact, an installation in the front-window of a Tag Heuer shop, we gave this 3D animation a stop-motion feeling, by mixing realistic textures with hand-painted sets.

The campaign was broadcast via several media but was mainly promoted on the brand's website and on its Instagram account, followed by more than 3 million people.

The video has been viewed 10.6 million times and has an engagement of nearly 40,000 accounts.

The campaign went live on November 21st, 2022. Through the film and a 360 campaign, it installed the drivers and mechanics as true Tag Heuer mascots and reinforced the brand's values. This year, we are making a new Christmas film by taking these pilots and mechanics into a new world. This is the third year in a row that we have seen them.