The welcome trend of entertaining process reels continues with this riveting look at the CG experiments behind Ditroit’s latest work for Hublot, a showcase for the brand’s collab with British designer Samuel Ross and his studio SR_A.

Salvatore Giunta, CD at Ditroit: “After the initial release of his renowned model, Ross’s design remains in a continuous state of evolution. He refines his original watch, transforming its case into a sleek grey monochrome ensemble that can be accessorized with three colored rubber straps.

“Our collaboration is instrumental in leveraging this significant legacy to emphasize the new aspects of the product, paying particular attention to conveying improved comfort and lightness as the primary features of the revised timepiece with the bent strap taking on the role of the main actor.
 

“Frame after frame we constructed a material cosmology, a complex blend of bright metal, comfortable rubber, and pure sapphire glass creating nested structures both at a micro and macro level.”

 
“We leverage the renowned Tourbillon mechanism and other internal components of the watch to craft animations that convey a sense of lightness. Additionally, hexagonal structures, reminiscent of the watch’s design, feature throughout the film. These structures, made of metal but designed to be slim, impart a feeling of weightlessness.

“From an R&D stand point, we spent a significant amount of energy working on this powerful element: we were not aiming for the traditional neat geometric shape, but for a much more organic revised transformation of the six-sided icon.

“We explored several visual routes to carve a distinct and memorable aesthetic for this film. Vivid bursts of green punctuate select areas of the watch, heightening its metallic allure. At the same time, a sleek motion blur effect glides through, amplifying the sensation of movement and accentuating the essence of weightlessness.

“Frame after frame we constructed a material cosmology, a complex blend of bright metal, comfortable rubber, and pure sapphire glass creating nested structures both at a micro and macro level. The molded forms gradually became something bigger and bolder, yet in direct dialogue with the intimate nature of the watch.”

Watch the finished film:
 

 
 

 
Client: Hublot
CD: Alexandre Bertrand

Production: Ditroit
CD: Salvatore Giunta
Design/Development: Mantas Bardauskas, Alessandro Nobile, Claudio Gasparollo, Matteo Nicoli, Marco Serracca, Davide Rubini, Maria Grazia Di Giovannantonio, Alessandra Sartori, Ariel Lu
Producer: Irene Costantini

Audio: Chris Banks, Tom Andrews