Actress and model Cara Delevingne designed the TAG Heuer ‘Don’t Crack Under Pressure’ 2018 ad 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 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.

Cara Delevingne said: “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.”

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.

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

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.”

Watch behind the scenes as Cara Delevigne poses for the fierce and defying ad campaign.