Behind the Scenes: TAG Heuer's "Don't Crack Under Pressure" campaign with Cara Delevingne - shot by David Yarrow

May 07, 2018,17:35 PM
 






The actress and model designed the campaign in her image. In the presence of lions, Cara demonstrates her strength and humility. She conveys power and fragility, her passion for the king of beasts evident. 





The image was shot in South Africa by David Yarrow, the illustrious fine art photographer who specializes in capturing the beauty of endangered animals.





This campaign carries a message of respect, support and strength towards animals. TAG Heuer has created an intense campaign, fearless, feminine and contemporary. 


TAG Heuer is delighted to be able to unveil its new advertising campaign, starring the sublime Cara Delevingne. It shows Cara, full of confidence, her gaze piercing, with her back against a lion. This unique and disruptive visual, created without any special effects, catches the eye, just like the Swiss watchmaker. 





Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, stated: "I am delighted with the result of this new campaign. It shows Cara as powerful, courageous, audacious, and commanding of respect. Through her, I can see TAG Heuer reconnecting not just with the millennial and younger generations, but also with the brand's Avant-Garde spirit, the spirit which pushes us to do things differently, to innovate, to take risks. It is a new interpretation of Don’t Crack Under Pressure which, I hope, will inspire the youth of today."





Cara Delevingne added: "It has long been a dream of mine to get the chance to work with wild animals, and particularly with a lion! I am so grateful to collaborate with TAG Heuer on this campaign.” 


In the image, Cara Delevingne is faced with the magnificence of the king of beasts who symbolizes courage, and strength. She has a lion tattooed on her index finger, inspiring her and guiding her choices and actions. 





The moment was captured by fine art photographer David Yarrow, one of the most respected wildlife photographers in the world. His works are immediately recognizable through their unique point of view, which makes viewers feel intimately close to the animal. 





Visual contact is almost always present in his work, and this is also how he wanted to capture Cara's gaze. "When I photograph an animal, the first thing I do is look into its eyes. If they are not piercing, then it's very difficult to capture the animal's soul. And Cara has a truly piercing gaze! I therefore knew right away that the look would be at the very heart of this project!" explained David. He is able to capture the supreme beauty of living creatures, and each of his images truly honors them. His photographs can be seen in some of the world's most prestigious museums and exhibitions. Highly sought-after, they sell for up to $60,000 per print. 

With this new visual, TAG Heuer signs an intense, fearless and feminine campaign, just like the amazing Cara, which demonstrates once again the disruptive and avant-garde spirit of the Swiss watch brand.

Watch the fascinating video that documents this photo shoot:

TAG Heuer & Cara Delevingne






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Comments: view entire thread

 

Interesting theme.

 
 By: jomni1 : May 7th, 2018-18:59
So the lion is real.

Very cool post and video.

 
 By: BABKA : May 7th, 2018-19:39
She and the lion are beauties. She's a smart girl. Thanks for sharing.

“Buy a TAG Heuer and get eaten by a lion” has a nice ring to it!

 
 By: kev09 : May 8th, 2018-00:03
Seriously, a very interesting post and superb photos. Cara is a very brave young lady. Regards Kev.

I thought TH had cancelled the whole campaign following the death of a young woman by one of these lions?

 
 By: Marcus Hanke : May 8th, 2018-01:32
Apparently "we have decided to cancel out of respect for the family of the deceased." was meant only to last for two months ... www.dailymail.co.uk Marcus

i would have chosen and shot directly Kevin Richardson

 
 By: TylerDurden : May 8th, 2018-01:56
who btw was never mentioned here in this post, but he's the key for that shot and represent much better the tag message. www.youtube.com

Wow great picture and that's a real lion in the back too!

 
 By: AnthonyTsai : May 8th, 2018-16:03
That must have taken some courage!