Here are a few of the posts created for Tag Heuer's social media. Again, we had the pleasure of turning the brand ambassadors into tiny elves: Naomi Osaka, Ryan Gosling, Tommy Fleetwood...
Like an Advent calendar, during December the Tag Heuer Connected Watched changed their screen dial every day, featuring exclusive little animations of our tiny pilots.
2D ANIMATIC // 3D animation
First, we conceived all the film in sketches, animated them in 2D before reaching out to talented studio Garnamatac to adapt our film in 3D.
Here below an example of the illustration process of the Tag Heuer factory, from 2D to 3D: on the left the 2D concept (Hugo Leick), and on the right the 3D modeling (Garnamatac).
We also re-designed a bit the racing-sleigh for their 3D adaptations.
We aimed to evoke stop-motion and scale-model miniatures for this film. So we illustrated the backgrounds in the way they used to in old films or on stop-motion sets. We took inspiration in the amazing background-design of the film The summit of the Gods.
RETAIL SHOP WINDOWS
We also imagined real scale-model installations inspired by the world of our tiny pilots, that Tag Heuer shops around the world could adapt for their shop windows.