In their latest work for luxury watchmaker Hublot, director Joey Recoskie and the Tendril motion team deconstruct the many striking innovations of the new MP-10, a timepiece with no dial, hands, or oscillating weight.

From Tendril: “The MP-10 is a timepiece that defies and redefines the conventions of watchmaking. Embodying this revolutionary spirit, we crafted a film and campaign that merges raw energy and mystery with cinematic grit.

“Every single component of the watch is as new as it is rebellious, so we wanted the film to embrace that tonality, teasing each intricate, innovative component with texture, but without fully revealing the masterpiece until you’re at the very edge of your seat.
 

“We immersed ourselves in an intensive R&D process that matched the watch’s unconventional approach to innovation through unadulterated craft. The results from R&D alone are worth a deep dive.”

 
“Redefinition comes into play through bespoke elements like the center in-line chassis, 35° tourbillon, and linear weight energy system. We represented the technical prowess of the watch design through a unique graphic approach that highlights the innovation behind each element.

“The film also highlights the creation of a multi-axis compound curved glass lens that uses Hublot’s unique sapphire material. No part of the glass is flat, a new feat in Hublot’s manufacturing process.

As trusted creative partners, we immersed ourselves in an intensive R&D process that matched the watch’s unconventional approach to innovation through unadulterated craft. The results from R&D alone are worth a deep dive.”

Watch the R&D case study:
 

 
 

 
Client: Hublot
Head of Hublot Studio: Yann Lauener
Executive Producer: Frédéric D’alberto

Production: Tendril
Creative Director: Chris Bahry
Director: Joey Recoskie
Executive Producer: Mary Anne Ledesma
Producer: Brittany Sheahan
Coordinator: Tyler Wong
Art Director: Daniel Lepik
3D Design: Sylvain Gaussens, Yeseong Kim, Rita Louro, Rafa Cezar, Daniel Lepik, Joey Recoskie
Model & Rig: Flavio Diniz, Marcelo Souza
Animation Lead: Will Sharkey
3D Animation: Rafa Cezar, Sam Tato, Will Sharkey, Joey Recoskie
Houdini Sim: Arnis Vitols, Sylvain Gaussens, Yeseong Kim
2D Design + Animation: Rafa Cezar
Light + Render: Brad Husband, Yeseong Kim, Joey Recoskie
Compositing: Astrid Cardenas, Brad Husband, Corey Larson

Sound Design: Cypher Audio