TAG Heuer

TAG Heuer put a Red Bull Racing show car in front of their Royalmount boutique for Grand Prix week, my second activation for the brand after their winter cocktail evening.

The brand team's ask was specific: the car, the race suit, the patch bar, shot clean as objects. I shot those the way the maison shoots its watches, then followed the story into the room: try-ons at the counter, guests with the car, the Designed to Win wall.

Both activations delivered for the brand's retail and event channels, and the relationship carried across seasons.