To celebrate the launch of TAG Heuer’s new Aquaracer Professional 300 collection, which debuted at Watches and Wonders Geneva of this year, the brand released a behind the scenes look of its advertising campaign today.
The campaign entitled “Beyond the Edge” was shot by Swiss filmmaker Jonas Edgi, and features three athletes exploring their own limits. The athletes are American waterman and long-standing TAG Heuer ambassador, Kai Lenny, freediving champion Julie Gautier and diver Robin George.
Resonating with the campaign’s theme of pushing borders, the video showcases extreme water sports of cliff diving, freediving and surfing. Additionally, the campaign was filmed in Nice, France, Nazaré, Portugal and Hawaii.
George Ciz, Chief Marketing Officer for TAG Heuer said: “We are very proud and excited to release this amazing campaign dedicated to the launch of the new TAG Heuer Aquaracer collection. The idea behind the campaign is to take the customer on the journey beyond the edge of extreme sports. We want to inspire our audience by highlighting those special moments when world class athletes go beyond their limits and enter new dimensions. In doing so we are also able to showcase the incredible qualities of the new Aquaracer range.”
Bordering on the abstract, the campaign instills highly saturated blue, green and pink colors in the ocean, creating an imaginative effect meant to blend the art of sport and pushing one’s limits.
The Aquaracer Professional 300 collection is available online and in-store for $3,000 USD.
In related news, check out the TAG Heuer Monaco Titan in a new sand-blasted titanium case.