Case Study
OWN IT
To mark the 20th anniversary of Hublot’s iconic Big Bang collection, Wieden + Kennedy came to us with a brief to rewrite the rules of luxury. Easy, right?
Known for its subversive take on traditional luxury watches, Hublot is the antithesis of quiet design. Hublot wearers aren’t afraid to stand out. We needed to find a photographer/director with big, bold ideas to match the brand’s energy: a playful approach to luxury.
We started with a period of creative research, delving into contemporary materiality. During this research, we came across a number of incredible artists and designers combining tech, sustainability and futuristic production methods.
But it was important for this campaign to feel human.
Our research led us down a visual path of discovery into artists and photographers with a fresh take on modernism, but a lot of it felt too Y2K in spirit.
We finally landed on visionary Dutch photographer/director, Carlin Jacobs, commissioning her to create a social-first campaign underscoring the audacity and playfulness of the brand, with the help of the internet’s reigning feline, Choupette 💎
Captured expertly by Carlijn, these assets are a series of striking, high fashion visuals interspersed with meme-inspired content. Crafted to spark genuine connection online, the assets perfectly capture the authentic, loud and at-times polarising spirit of Hublot.
From ‘failed’ takes, to Choupette’s diva moments 🐈 the campaign is far from another polished luxury marketing campaign. We’re loving seeing it out across Europe!
Big thank you as always to W+K for getting us involved 🖤
CREDITS:
Agency: Wieden+Kennedy Amsterdam
Creative Director: Joe Burrin
Design Director: Alex Thursby-Pelham
Producer: Joanna Roman
Art Buying: Darklight
Photography: Carlijn Jacobs
Photographer Production: Art + Commerce, Paris