TAG Heuer, Sydney McLaughlin-Levrone Social Capsule

We created a social first capsule for TAG Heuer with ambassador Sydney McLaughlin-Levrone. A three part narrative showing the cycles of refinement & progress that have culminated into making McLaughlin-Levrone the world record breaking athlete she is.

The intention was to create series with a storytelling driven quality spit into 3 parts; progress, precision & pay-off, with the Connected Watch as a seamless partner in the process. Inspired by sporting motivational videos on social we overlaid Sydney’s compelling VO on the visuals to give the films a strong emotional hook. The capsule served to position Sydney as a strong female athlete who’s dedicated herself to her craft to achieve big wins; a fitting TAG Heuer ambassador. 

My Role:
- Creative Concept
- Shoot Director
- Creative Post Production