TAG Heuer luxury collection is synonymous with Formula 1 motor racing

CLIENT
TAG HEUER

DIRECTION / DESIGN / ANIMATION
FRAME

MUSIC & SOUND DESIGN
GOLDEN HUM

WORN BY racing legends AND MAVERICKS SINCE 1969, THE ICONIC SQUARE-SHAPED TAG HEUER MONACO EPITOMISES THE FEARLESS SPIRIT AND UNDETERRED PASSION THAT CONTINUES TO DRIVE DAREDEVILS PAST THE FINISH LINE OF THE Monaco Grand Prix.

At the avant-garde of contemporary watchmaking, the new ultra-lightweight TAG Heuer Monaco Chronograph offers a bold blend of precision and style, even in the most intense circumstances. So it’s no wonder that the TAG Heuer Monaco is the timepiece of choice for F1 racing champion Max Verstappen. TAG Heuer once again teamed up with Frame to create a film that celebrates the release of the new Monaco Skeleton.

The key creative objective was to highlight the beautiful design and function of the LumiNova dial, whilst revealing the unique skeletal case. The film incorporates a series of blue neon tubes, often combined in a sculptural constellation, providing a vivid background to the timepiece whilst conveying the speed and dynamics of modern racing.

At FRAME we direct, art direct and produce creative product-centric 3D narratives primarily for luxury brands. Our approach is deeply collaborative; we work closely with clients and team up with agencies globally to deliver top-tier visual narratives. We are located in Copenhagen, Denmark and specialize in motion design for the luxury goods segment. With 17 years in the business, we've earned the trust of prestigious brands like Balenciaga, ZEGNA, Hublot, B&B Italia, Montblanc, Zenith, TAG Heuer, Bang & Olufsen, Louis Poulsen, Tissot, Montana and many more. We'd love to chat with you about how our services can help your brand stand out. Feel free to get in touch anytime to set up a chat that works for you.