Tag Heuer: Ayton Senna Special Edition Watches
Commissioned by TAG Heuer to create a content launch platform for their new Aryton Senna watch range, the brief was to demonstrate that the partnership between TAG and Senna is not just a standard partnership, but something much deeper, real and interesting. So, the concept was to create a unique heart stopping piece of his life but reconstructed through Senna’s incredible qualifying lap at the 1988 Monaco Grand Prix.
The Result:
Using just still imagery available, the idea was to create something cinematographic that really lifts to another level. Using a replica helmet that would be the base of the narrative, the story reflects his life that passes by with the viewer looking at the driver. With the help of some external partners we shot a model with a replica helmet to have content that was surprising as well as engaging, just like he man himself. We even made him blink from beyond the grave. A nod to the man that to this day drove the greatest lap in F1 ever.
The film has 7 Senna secrets hidden into it for the fans, one of which is the length of it, 1 minute 23 seconds, the exact time it took him to do that lap.
Social cuts were made in 15 and 30 second edits.
