POD LDN, a post-production company, has successfully completed the impressive post-production work on a fresh online advertisement for Swiss watchmaker Hublot and its latest UNICO collection.
Collaborating with the creative studio FutureDeluxe, which crafted the visual concept and provided art direction by blending computer-generated imagery (CG) with reality for the film and brand, POD handled the visual effects (VFX) and post-production to animate Hublot’s UNICO ‘in-house’ movement watches.
The UNICO timepiece is a masterpiece known for its robustness and precision. It unveils its internal mechanism to display its distinctive identity, meticulously crafted for individuals who exude style and passion.
The new digital ad was launched on April 8th and is currently active online and on various social platforms, including Instagram. It skillfully animates and showcases the mechanics and fresh face design of UNICO, featuring models moving elegantly through space with a focus on the watch face.
This intricate advertisement aimed not only to captivate but also to breathe life into the next-generation mechanisms and design elements. Within a space-like setting, the watch components rotate and move. The movement represents the essence of the watch and is a fundamental aspect of the design, with each component animated to provide viewers with an up-close look at the groundbreaking craftsmanship.
To accomplish this, POD collaborated with FutureDeluxe, conducting a 3D scan of the watchmaker to generate a complete character model. Additionally, the post-production team at POD worked on the character’s attire textures, lighting, shading, and grooming to craft a precise virtual model that FutureDeluxe could utilize across various campaigns. POD LDN produced multiple CGI beauty shots involving compositing, cleanup, and keying.
Kristian Glenn, the creative director at FutureDeluxe, expressed, “Collaborating on Hublot’s inaugural live-action campaign was a fantastic experience, bringing together a talented group of individuals – from photographers to musicians, choreographers to lighting technicians – to actualize the concept. The exchange of skills and fusion of disciplines made the collaborative work truly enjoyable, culminating in a harmonious outcome.”
Adrienn Major, the founder of POD LDN, remarked, “Hublot has set the benchmark for luxury timepieces with forward-thinking mechanics, and it was a privilege to partner with FutureDeluxe in using post-production techniques to showcase the elegance and precision of the watch components.”
This project marks POD’s second collaboration with Hublot, following their work with the brand in 2022 on an innovative animation campaign to illuminate the Burj Khalifa in Dubai for the FIFA World Cup. Adrienn further stated, “We take immense pride in continuing our collaboration with such an iconic luxury brand.”
Hublot, the Swiss luxury watchmaker established in 1980 by Italian Carlo Crocco, produces timepieces that harmoniously blend heritage with cutting-edge innovation.