Art Direction | Creative Producer

2022

TAG Heuer Aquaracer 500 — Into the Abyss

Some watches aren't made for the surface.
The Aquaracer 500 was built for the depths — where light bends, pressure crushes, and the ordinary stops existing. This campaign goes there too. Distorted lenses, superluminova glowing in the dark, particles suspended in black water — the imagery doesn't show the watch in the deep, it makes you feel what the deep does to everything around it.
CGI extends the narrative further, revealing every technical and design angle of the watch with surgical precision — the bezel, the case, the luminescent indices — details that photography alone cannot fully expose.
500 metres below, only the essential survives.

Creative Direction: Carla Singer
Photography: Robin Bucher
CGI: Frame