Copenhagen motion design studio Frame lights up the latest volley in the CG watch wars with this starkly elegant product film for TAG Heuer’s Monaco Skeleton timepiece just in time for the 2023 Monaco F1 Grand Prix.

Frame founder/EP Thomas Bay: “Worn by racing legends and mavericks since 1969, the iconic square-shaped TAG Heuer Monaco epitomizes the fearless spirit and undeterred passion that continues to drive daredevils past the finish line of the Monaco Grand Prix.

“At the avant-garde of contemporary watchmaking, the new ultra-lightweight TAG Heuer Monaco Chronograph offers a bold blend of precision and style, even in the most intense circumstances. So it’s no wonder that the TAG Heuer Monaco is the timepiece of choice for F1 racing champion Max Verstappen.

“The key creative objective was to highlight the beautiful design and function of the LumiNova dial, whilst revealing the unique skeletal case. The film incorporates a series of blue neon tubes, often combined in a sculptural constellation, providing a vivid background to the timepiece whilst conveying the speed and dynamics of modern racing.”
 
 

 
Client: TAG Heuer

Production: Frame
Director: Frame

Music/sound design: Golden Hum