TAG Heuer floated a half-pipe between two buses down the Thames for Sky Brown

A social-first campaign for brand ambassador Sky Brown — a 15-year-old UK world champion skateboarder with TAG Heuer since 2022 — building on WING's 2021 stunt in which snowboarder Aimee Fuller became the first person to ride an e-foil down the Thames.

Brown demonstrated her favourite tricks, including the Japan Air, on the half-pipe as the buses floated down the River Thames; the campaign launched with a hero video and a series of stills across TAG Heuer's Instagram, Facebook, TikTok, YouTube and X. After the display the half-pipe was donated to Flo Skatepark, a charity-run facility in Nottingham.

A hero video and stills ran across five social platforms; the stunt drew on-tag coverage of the trick video the brand posted on X. The half-pipe's donation extended the stunt into a lasting community asset. No view counts are given in the source.

In March 2024, TAG Heuer tapped into youth culture with a social-first campaign featuring 15-year-old UK world champion skateboarder Sky Brown, a brand ambassador since 2022.

Set against London's Tower Bridge, Brown demonstrated her favourite tricks — including the Japan Air — on an innovative custom-built TAG Heuer half-pipe measuring over four metres high. The brainchild of creative agency WING: the half-pipe was mounted between two of London's famous double-decker buses, which were sent down the River Thames on a floating barge.

The campaign launched with a hero video and a series of stills on TAG Heuer's Instagram, Facebook, TikTok, YouTube and X. It was WING's second stunt for the brand, following Aimee Fuller's 2021 e-foil ride down the Thames. 'By seamlessly blending the worlds of skateboarding and urban landscapes, we aimed to create a spectacle that would captivate audiences whilst embodying TAG Heuer's values of precision, action and high-performance,' said WING founder and creative director Will Ingham.

After the display, the half-pipe was donated to Flo Skatepark in Nottingham — a charity-run facility that aims to inspire locals to embrace the sport.

The image is self-explaining — a half-pipe straddling two double-decker buses on the Thames needs no caption to signal London, sport and spectacle.

Casting a 15-year-old Olympic-adjacent champion connects a 164-year-old Swiss watchmaker to youth culture through skill, not celebrity styling.

The prop's afterlife — donated to a charity skatepark — converts a one-day stunt into a durable community story.

It extends a repeatable stunt formula for the brand: put a board-sport athlete on water in London (e-foil 2021, half-pipe barge 2024).

Put the athlete's signature trick in a location it physically cannot belong — the impossibility is the image, and the prop can outlive the stunt as a gift.

The campaign launched in late March 2024 across TAG Heuer's social platforms; the source records no performance metrics.