Hublot & Ferrari

Huge NY 2017-04-03

Ferrari and Hublot share many values: the pursuit of perfection, a dedication to high performance, and a constant push towards beauty and innovation in design. To celebrate 70 years of the legendary auto company, the two brands have come together to create a revolutionary timepiece: the Hublot TechFrame Ferrari 70 years, a watch conceived with the same approach used for designing a car at the Ferrari Design Centre and integrating Hublot’s watchmaking expertise. To promote this groundbreaking achievement Huge Inc. and Lobo/Vetor Zero created a 60” film, a cinematic, seductive experience that draws parallels between the precision engineering and the blend of design innovation and continuity that Hublot and Ferrari share in their pursuit of excellence. The spot combines breathtaking archive footage of Ferrari cars in action and close-ups of their most alluring design lines. Interspersed with those, we added macro shots of the timepiece’s structure and mechanisms, in a deliberate attempt to blur the lines between watch and automobile, until the TechFrame is fully revealed in the end. It’s pertinent to point out that we didn’t have access to the actual timepiece during production, since it hadn’t been produced yet. We were provided with a 3D model of the watch, and from that we managed to create a highly realistic representation of the product, suggesting its blend of maximum strength, minimal weight and unparalleled style.