The FIFAD is a popular festival appealing to lovers of nature, challenges and, of course, the mountain. It is FIFAD's pure and authentic approach to mountains portrayed through extraordinary human adventures, as well as its focus on films featuring backdrops and powerful encounters between people who come to share their passion and emotions, which attracted Tag Heuer.
The film "La Patrouille des Glaciers à l'heure chinoise" (The Patrouille des Glaciers on Chinese time) directed by the Swiss photographer and director David Carlier was chosen by the FIFAD jury to compete in the festival's "Cultures of the World" category. It follows the adventure of the Chinese ski mountaineering team as they complete the Patrouille des Glaciers 2016 ski mountaineering race. The team was entered in the competition and brought along by TAG Heuer, which wanted to play its part in promoting the international reputation of the Patrouille des Glaciers race.
On-site, the festival-goers can access a TAG Heuer activation zone equipped with Oculus Rift headsets showing the film directed by TAG Heuer's ambassador, Géraldine Fasnacht, in virtual reality. A pop-up shop has also been installed for the occasion in cooperation with TAG Heuer's partner, the Lionel Meylan Boutique, the highest boutique in French-speaking Switzerland, located at the top of Glacier 3000 in the Les Diablerets mountains.
