TAG Heuer ft. Sonia Chew

Time, reframed through personal pace.

We partnered with TAG Heuer to direct a lifestyle brand film featuring Sonia Chew, exploring a more personal definition of success beyond external pressure. Built around moments of stillness and motion, the film traces Sonia’s journey through discipline, growth, and forward momentum, with time positioned as something lived, not chased.

Rather than relying on a traditional storyline, the direction focused on mood, pacing, and presence. The TAG Heuer timepiece is woven naturally into Sonia’s day-to-day rhythm, allowing the product to exist as part of a larger narrative around balance, ambition, and self-definition.

The result is a restrained, cinematic piece that blends emotional tone with luxury positioning, aligning TAG Heuer with a modern perspective on time, identity, and progress.