For the holiday season, TAG Heuer celebrated its legacy of boldness and precision through a memorable digital activation. I had the privilege of proposing and leading the creative concept, "Tap to Crack," inspired by the iconic slogan "Don't Crack Under Pressure." The concept highlighted the brand's fusion of ingenuity and resilience. Reflecting the delicate beauty of ice, the campaign showcased the craftsmanship and timelessness of TAG Heuer watches. By blending nature’s elegance with avant-garde design, the activation reinforced the brand's commitment to innovation and environmental responsibility, creating a powerful social media moment.