Watch brand TAG Heuer needed a 3-min film to project onto the tallest building in the world, the Burj Khalifa in Dubai.
Creative agency Electric Theatre Collective came to us with a rough cut of the film, and a request to bring more excitement and cohesion to the edit.
As an abstract mashup of watch commercials, cropped to the shape of the skyscraper, devising a meaningful and engaging sequence took skill and imagination.
Once our creative team had worked with the director to establish a fresh approach, our editor spent two days turning up the excitement.
When everyone was happy with the edit, the project went back to ETC’s internal designer to add brand animations and transitions.