TAG HEUER
“THE SCIENCE OF PERFORMANCE”
My Role: Campaign ideation, creative direction, video scripting, video direction, on-camera talent
Talent: Chris Duplessis, Danny Agnew
Creative Producer: Megan Duffey
DP: Charles Baldini
Photography: Brandon Muñoz
TAG Heuer were looking to promote the launch of their newest Autavia and align it with the spirit of adventure and the feeling one gets when stepping out of their comfort zone.
InsideHook stepped in to craft a narrative in which I journeyed to luxury raceway Monticello Motor Club in upstate New York to take the TAG Heuer Autavia for a spin on their course with celebrated rally drive Chris Duplessis.
But how to truly capture the feeling one gets from rocketing around the course at 200+ mph? Simple: we enlisted the help of a neuroscientist to measure my brain activity in real time while both driving on my own and then letting Chris do his (truly terrifying) thing.
