In this surgical hybrid of live-action and pristine CG, the team at Builders Club in London showcases a $50K+ Hublot watch with a secret ingredient: recycled sports gear from men’s tennis deity Novak Djokovic.

Alex Hill, senior art director at Builders Club: “Having the opportunity to tell the story of a product that encapsulates both incredible athletic prowess and material innovation was an exciting prospect. We were careful to blend the contrasting themes of dynamic power and focused precision to drive the pacing and energy of the edit.

“Special attention was paid to highlighting the watch’s unique material story: it is partially constructed from layers of a custom composite material formed out of Djokovic’s own tennis equipment.
 

“We were careful to blend the contrasting themes of dynamic power and focused precision to drive the pacing and energy of the edit.”

 
“We wanted to create a film that would immerse its audience in the fast-paced action; giving them a sense of the tension during the back and forth between players in the final points of a tennis match.

“This is represented on screen by switching between dynamic live-action moments, and CGI product shots. By using a simple tennis court as the set and utilizing the its vibrant blue color, Djokovic’s skills take centre stage, enhanced by the CGI that make the campaign both bold and captivating.”
 
 

 
Client: Hublot

Production: Builders Club
Director/CD: Jonas Hegi
DOP: Jeremy Valender
Producer: Erinn Fitzgerald
Production Manager: Ross Campbell
Shoot Producer: Erinn Fitzgerald :

Edit: Avenues

Grade: Pundersons Gardens
Colorist: John O’Riordan

Retouching: Digital Light

Music/Sound Design: Chris Banks