In order to promote its partnership with Netflix for its latest film The Gray Man, TAG Heuer invites Bonhomme to produce a digital activation in the form of an interactive website. A real interactive teaser, the site stages different extracts from the film through a principle of interactions that trigger crash tests.https://www.tagheuer.com/fr/fr/the-gray-man/the-gray-man.html
Navigating on the digital portal consists of discovering differents crash-tests that feature both Ray Gosling, the film's protagonist, and the luxury watches from the TAG Heuer Carrera collection. The intention of the page is to highlight the resistance of these watch pieces through a simple UX that is accessible to as many people as possible. The uncluttered interface inspired by the world of crash tests gives way to the discovery of animated sequences.
The experience consists of a series of interaction launches clips from the film. Rayan Gosling, protagonist and TAG Heuer ambassador, is revealed in various action scenes, after which the TAG Heuer Carrera he wears on his wrist emerges unscathed, without the slightest scratch. The challenge is to surprise, which is why the interaction breaks the screen, tears it or sets it on fire.
In the luxury sector, the majority of traffic comes from mobile media. Also, the design of the project follows a logic of mobile first, which takes into account the constraints of ergonomics and accessibility of the target of the Swiss watchmaker. The development and optimization of assets takes into account the different types of connection to ensure that the interactive experience is of the best level whatever the quality of the connection.