TAG HEUER

My Role: Campaign ideation, creative direction, video scripting, video direction, on-camera talent

Creative Producer: Annie Hunter
DP: Devon Catucci, Charles Baldini

TAG Heuer reached out to InsideHook to craft a custom branded content video to celebrate the release of the luxury watch industry’s first-ever smartwatch, the TAG Heuer Connected.

The storied luxury watchmakers were big fans of both InsideHook’s audience of curious and adventurous urbanites as well as our experience-centric coverage purview, and had expressed deep admiration for our ability to uncover exciting, under-the-radar goings on in our home of NYC.

Thus a narrative was born in which yours truly — at the time InsideHook’s main New York correspondent — spent an action-packed day traversing the city and its myriad dynamic experiences. From underground baths to helicopter rides to pop up dinner theater and secret poker games, we showed how the TAG Heuer Connected helps a truly on-the-go chap navigate an adventurous life with style and aplomb.

“Twentyfourseven” got massive engagement and marked the beginning of a longstanding partnership between InsideHook and TAG Heuer.