TH X Alec MonopolyImmersive website - Brand content - Social
To mark the launch of a limited edition in collaboration with artist Alec Monopoly, the Swiss watchmaker TAG Heuer has developed a campaign driven by a powerful visual universe, brought to life through an activation film. In this context, Bonhomme a communications agency specializing in luxury watchmaking is designing, from its offices in Paris, the digital extension of this campaign, translating the film’s narrative elements into an interactive experience designed to engage users and showcase the product.
Extending a campaign film into a digital environment
The project's starting point rests on a film featuring a character in motion, moving through a singular and dynamic universe steeped in the codes of luxury and watchmaking. The challenge is to design a system capable of extending this narrative beyond the video format, transforming a linear experience into an interactive journey. This involves integrating the film's codes into a digital UX/UI experience, while preserving its visual intensity and playful character.
An interactive digital experience centered on storytelling
To meet this goal, Paris-based web agency Bonhomme develops an immersive landing page in which the user scrolls through different scenes, in a universe faithful to the codes of luxury watchmaking.
At each stage, the character is caught off guard by the visitor and flees, creating a chase dynamic that structures the whole experience. This interactive mechanic directly extends the narrative initiated by the film, actively involving the user in discovering the content.
In parallel, the studio designs the campaign's key visuals by recreating a chiaroscuro universe echoing the film's aesthetic, reinforcing consistency across the different media. The system extends through a series of content deployed on social media, reprising the film's visual and narrative codes. These formats amplify the campaign's reach while preserving its playful, interactive character, ensuring continuity between the different touchpoints.
Results and Impact
The system makes it possible to:
- deploy a coherent campaign across all media;
- offer a playful and immersive experience;
- effectively extend the film's universe into the digital space;
- generate strong online performance, particularly on e-commerce.
By translating a cinematic universe into an interactive experience, digital agency Bonhomme demonstrates its ability to design digital systems where storytelling, design and interaction converge, in service of luxury watchmaking brands.
Pascal T.International Digital Communication Director - TAG Heuer
In this project, the magic of special effects gave life to Monopi by taking him out of his painting. The magic of Bonhomme has, for its part, made it possible to get it out of its video player to extend this new experience and give you the smile until the last scroll. Decidedly, Bonhomme will never cease to amaze us with his creativity and attention to detail!
FAQ TAG Heuer x Alec Monopoly
Informations
ClientTAG Heuer
PartnerRodeoFX - Film
DateFebruary 2019