Client: Tag Heuer
Role: Senior Creative Director
As Senior Creative Director for the TAG Heuer Immersive Experience, I conceived and led the development of an immersive brand experience designed to unify the house’s legacy, product innovation, and future-facing digital storytelling into a single, seamless environment. Working closely with stakeholders and a multidisciplinary team, I helped define the strategic and creative foundation before scripting and storyboarding a luxury-minimal narrative that positioned the experience as both exhibition and interaction. The concept integrated the Carrera watch collection, contemporary eyewear, and a fully realized virtual museum chronicling the brand’s history, allowing users to move fluidly between past and present while engaging with virtual try-ons that bridged physical craftsmanship and digital access. I directed the live-action shoot to establish the visual language and emotional tone, then oversaw animation and partial finishing to create a cohesive, pitch-ready prototype that conveyed not only the aesthetic and experiential intent, but the feasibility and transformative potential of the platform. The result was a comprehensive creative vision that demonstrated how immersive storytelling, technology, and refined cinematic execution could elevate brand engagement into a deeply personal and memorable encounter.
Head of 3D: Tyler Evangelista
Producer: Richard Mann
Editor: Jay Lizarraga
Color: Moonshine Post