HUBLOT x Jeff Koons
balloon dog

Client

HUBLOT

Design & Production

ZÜNC Studio

GLOBAL CAMPAIGN - DIGITAL - DOOH - POS - EVENT VISUALS

Hublot's 'Classic Fusion Balloon Dog' is a collaboration between the Swiss watchmaker and artist Jeff Koons. Known for his iconic Balloon Dog sculpture series, the artwork inspires an innovative new interpretation of Hublot's Classic Fusion watch, with several playful twists. Zünc Studio worked on the global launch campaign, including creative concept, design, direction and final production in CGI. It was shown across digital formats and in-store, as well as DOOH and at an exclusive event held in New York.

A key creative challenge was not only to bring the Balloon Dog sculpture to life with the right kind of curious and playful personality, but also to make sure it did not overshadow the narrative of the timepieces. The hero film finds a balance in building a visual language that captures the technical mastery and craft of Hublot's watchmaking, alongside the playfulness, scale and unmistakable character of Koons’ work.

The sculptural shape of the Classic Fusion Balloon Dog watch takes inspiration from Jeff Koons' iconic artwork. We playfully brought attention to the special features of this timepiece by animating its components with an expressive wink. Rather than placing an artwork onto a watch, Hublot re-engineered the architecture of the Classic Fusion itself to a more "inflated" profile. Other novel features include the crown in the shape of a balloon tie, a flexible decorative balloon tail at 10:30, and the Balloon Dog-shaped counterweight on the seconds hand.

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

We extended the campaign beyond the original scope with bespoke content built for multiple large-scale screens in NYC's Times Square. The visuals were made for special curved anamorphic screens, as well super tall and super wide screens towering over the streets. Two screens were separated by a busy street, and we made the most of the Balloon Dog's agility to animate the Dog jumping over the street into the opposite screen!