The tiny pilots from our Tag Heuer EOY 2021 campaign are back! This year, they go tri-dimensional and it’s the rush again for the holiday season preparations.
Aboard their racing-sleighs, Ayrton Senna, Steve McQueen and the Red Bull pilots carry freshly produced watches from the Tag Heuer factory, high in the Swiss mountains.
On their way, they cross the most iconic watch models, while they are being extracted from their natural habitat. The end of the film reveals that this miniature scale-model looking set is, in fact, an installation in the front-window of the Champs-Elysées Tag Heuer shop. This is why we gave this 3D animation a stop-motion feeling, by mixing realistic textures with hand-painted sets.
SOCIAL MEDIA
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...
CONNECTED WATCHES
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).
CAR DESIGN
We also re-designed a bit the racing-sleigh for their 3D adaptations.
MATTE PAINTING
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.
DIRECTION YANN PINEILL
CONCEPT & PRE-PRODUCTION YANN PINEILL, THIBAULT DE FOURNAS, HUGO LEICK
3D ANIMATION GARNAMATAC
MATTE PAINTING (MOUNTAINS) HUGO LEICK
MUSIC & SOUND DESIGN (MAIN FILM) AMBROSE YU
MUSIC & SOUND DESIGN (SOCIAL MEDIA) ALEXANDER MASLYUK
