Don't Crack Under Pressure This Christmas, the elves swap sleigh bells for speed — as Santa’s workshop transforms into F1 paddocks, racing to ship every last watch

ClientTAG HEUER
Expertise2D, Illustration, Luxury
Don't Crack Under Pressure

RESEARCH

BACKGROUND

THE PILOTS

The character design was inspired by famous race drivers and partners of the brand: Ayrton Senna, Max Verstappen, or Steve McQueen as the main character in le Mans 66.

Concept illustration inspired of Formula 1 pilots for TAG Heuer's 2021 holiday animation campaign

THE CARS

The sledges design are also inspired by legendary cars.

Stylized car illustration inspired by Formula 1 for TAG Heuer Christmas campaign

RETAIL AND POS

The graphic elements created for the main film are declined on several supports. All the characters and cars have been modeled and printed in 3D, then placed in all the shop windows of all the TAG HEUER stores. Here is an example with the store on the Champs-Elysées.

Visual design of retail shop display and in-store installation for TAG Heuer holidays campaign

Direction Thibault de Fournas (Parallel Studio) Production Antonia Poux (Parallel Studio) Animation (Main film) Remembers, Jonathan Djob Nkondo, Thibault de Fournas (Parallel Studio), Alexandre Reho (Parallel Studio) Background design Théo Guignard Music + SFX Arnaud Toulon Animation (SoMe) Nathan Crabot, Thibault de Fournas (Parallel Studio)