Hublot:
Reloaded W&W R&D
With a huge amount of exploration to support multiple campaigns for Hublot Big Bang and the Watches and Wonders 2026 Hublot showcase, the development of an extensive R&D pallete was devised to lead communications to the most original outcomes, and satisfy multiple stakeholders across Hublot at a seminal time of change.
The rich visual diversity represents a series of products that brought together disparate worlds for maximum impact in unapologetic rebellious and impactful wrist-presence that lives for the moment.
- Foundational: Precision engineering, dissection and part-isolations - a Hublot design language taken to the extremes of movement in engineering absurdism, and stripped back to minimalism, high clarity and micro exactitude.
- Graphics: Applications take on a technical and advertorial lean, information on mass with technical features in repetition, subtractions direct from the skelotonized watch face and graphic layers that ‘reimagine and reload’.
- Energy Signitures: If precision engineering was high tension craft, - we created an array of contrasting visual attitudes that reflect a HUBLOT realm of performance, movement, pace, relentless rhythm and expressive living energy thats always on, ready to explode. The Unico movement - reimagined a precision built performance engine.
- Time: We break down the idea of time to disrupt seconds and manipulate its passing. Mixed frame rates, digital distortions, speed-warping, stretches in photo-finish slit scan surreality in short durations... Shock, stagger, repeat and split screens that show a single moment under the microscope from different points of view. Hacking processes help us tap into worlds where fast is slow and slow is fast.
- Add & Subtract: Product explodes and Xray aesthetics reimagined as rapid interventions, fleeting moments in heightened technical layering and gamification. Subtractions and gamified loadings reinvent build up, break down and recycle for a gamer generation.
Direction / Creative Direction / Art Direction:
Paul Dalton / Brinq Studio
Production Agency: Tendril Studio
Audio: Un Studios
Client: Hublot
