Farmboy - TAG HEUER



Challenge, precision, honor and performance are some of the words that pop into your mind when hearing the name TAG Heuer. This Swiss watchmaking company has faced down every challenge over the past 150 years, leading the brand to even higher levels of precision and performance. It makes its own rules, chooses its own path, never quits moving forward, never compromises, never cracks under pressure, just like its ambassadors.

THIS is exactly what we want to show with this new campaign. Take one look at these images. Can you feel the fierceness?

When TAG Heuer was in need of new campaign material for their ambassadors, tireless NBA player Jeremy “Linsanity” Lin and the fastest football player alive Cristiano Ronaldo a.k.a. CR7, they appealed to Farmboy. We produced the legendary shots of the ‘DON'T CRACK UNDER PRESSURE’- campaign with Lin and Ronaldo, including post production.

But Farmboy served as more than just ‘the company who took the picture’ - by coming up with ideas about what’s the best way to image these athletes, giving the whole story a specific visual style and making sure all of this fits the client’s needs. Coordinating and managing this production from the very start, till the execution on location in LA and Madrid.

Photography by Mike Van Cleven.

BTS Photography: Flo Hagena