TAG Heuer and Rodeo FX teamed up to conceptualise and create exclusive 60-second video of an origin story for the new TAG Heuer Carrera HEUER 01 Alec Monopoly Limited Edition timepiece.

The video is a tribute to the powerful creative energy pulsing through the halls of TAG Heuer. Rodeo FX, three-time Best Visual Effects Emmy winner, was tasked with all pre-production, production and post-production of the video, from the storyboard and shot list to match-move, animation, compositing and final grading.  

The video takes viewers on a private midnight visit of the TAG Heuer headquarters in Switzerland, where a mural in Alec Monopoly’s studio comes alive with the help of Rodeo FX artists. The CG animated Mr. Monopoly jumps out of the artwork, and visits the lab and factory. As TAG Heuer’s employees begin to arrive the next day, the animated character is drawn to the timepiece on a watchmaker’s workbench, diving into the dial seconds before being caught. Filming was shot in one night and was directed by Thomas Hullin, head of Rodeo FX Munich & VFX Supervisor.

“When TAG Heuer approached us with their creative treatment we instantly wanted to be part of this project.” said Thomas Hullin. “To deliver a film-quality project in a very tight timeline, we synchronized our artists across the globe so that we could receive notes from the TAG Heuer team in the afternoon in Munich time and have our artists work all day in Montreal time to have changes ready for review the next morning in Munich. This flow proved critical to the success of the video.”  

The video was presented during an event in London in presence of Alec Monopoly, and has been published on YouTube and all of TAG Heuer’s social media channels.