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Tag Heuer

Tag Heuer, a brand with a fast-paced, high-pressure positioning needed a new face to both fit their brand’s values whilst staying innovative and fresh. In conjunction with the launch of the new Tag Heuer Carrera 01, we selected Ben Cooper, one of Melbourne’s most celebrated chefs, who was the perfect choice with his restaurants being the very top of Melbourne’s high pressure, elite food scene.

Tag Heuer
  • Production
  • Creative
  • Experience


The trailer we created highlighted the fast-paced lifestyle of being a celebrity chef juxtaposed with Benjamin’s slow-paced rural home life. Shots of Chin Chin’s insane Friday night environment are centred around a calm and collected executive chef.

While the trailer progresses, shots of Ben’s slow home life in the sleepy suburbs of Warrandyte show how Ben keeps calm under pressure, one of Tag Heuer’s main philosophies and brand propositions. The result is the perfect video showcasing both Ben and Tag Heuer’s main values when it comes to both professional and home life.

As time passes through the video, we end up walking through the sleepy suburbs of Warrandyte. The retreat, the balance, the escape of Cooper’s slow home life is how he keeps calm under pressure, one of Tag Heuer’s main philosophies and brand propositions. We showcased, no matter what area of life, Benjamin Cooper’s and Tag Heuer’s main value, don’t crack under pressure. Will you?

Tag Heuer
Tag Heuer 3