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next-wave automotive consultants

Tag Heuer | the blend line

How the blend line helped Tag Heuer speak to watch enthusiasts in a whole new way.

Tag Heuer

Kevin McCauley


How could Car and Driver + Road & Track help raise awareness of Tag Heuer’s longstanding connection to the racing world? 


The rituals before a race have just as much impact on the results of a race than the best driving during a race.


Using our knowledge of the racing world to help humanize Tag Heuer’s role in the sport.


Make the brand relatable to a lifestyle through a video portrait of a single driver with a unique pre-race ritual that transcends driving.

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In Use

The complete Racing Rituals short film.