TAG Heuer
Intent
TAG Heuer put a Red Bull Racing show car outside its Royalmount boutique for Grand Prix week, in a mall where no rival storefront could appear in a reflection.
TAG Heuer put a Red Bull Racing show car outside its Royalmount boutique for Grand Prix week, my second activation for the maison. One line in the brief shaped the shoot: no competing storefront could appear in a reflection. In a glass boutique inside a mall of other houses, that decides where you stand and what you can use. I shot the car, the suit and the watches as objects, lit the way the brand lights its own, then followed the story into the room. The brief carried motion too: a 30-second vertical film, directed and cut under the same rule as the stills.
“Nico's work is always outstanding. He is a pleasure to work with and his photos and video present our events and products so beautifully.”
2025
Related reading
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A Grand Prix Activation Is a Campaign, Not an Event
LVMH signed a record ten year deal with Formula 1, and every premium brand is now activating at the Grand Prix. A creative director on why that work is a campaign, not an event, from weekends shot for American Express, IWC, IBM and TAG Heuer.
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