Builders Club Proudly Crafts Luxury Watch Campaign, featuring Novak Djokovic

Creative production company Builders Club and Hublot launch the latest Big Bang Unico campaign, featuring renowned tennis player Novak Djokovic.

21/09/24: New York and London-based creative studio Builders Club is thrilled to announce their collaboration for Hublot’s latest campaign featuring tennis legend Novak Djokovic. This exciting campaign, launched in Paris, is the newest addition to Hublot's iconic Big Bang collection – the Big Bang Unico Djokovic watch. The Big Bang Unico Djokovic is equipped with advanced chronograph functions, boasts a truly unique material construction and weighs in at less than a tennis ball, making it a master in horology.

Djokovic, who joined the Hublot family in 2021, stands alongside other sporting legends such as Pelé, Kylian Mbappé, Usain Bolt, and Dustin Johnson. The campaign emphasises his excellence on the court and unique connection to the watch, reflecting Hublot's boundary-pushing approach to watchmaking.

Builders Club was brought on board to direct and produce the campaign, which was shot over two days at Lee Valley Hockey and Tennis Centre in the Queen Elizabeth Olympic Park in February 2024. They were briefed to create a dynamic and captivating film that explores the relationship between Djokovic and the limited edition Big Bang Unico. 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.

Builders Club 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 exquisitely crafted CGI product shots. By using a simple tennis court as the set and utilising the court's vibrant blue colour, Djokovic’s skills take centre stage, enhanced by CGI elements that make the campaign both bold and captivating.

Photographer Norman Wong, represented by ZUKUNFT, came on board with Builders Club for the campaign stills.

Alex Hill, Senior Art Director at Builders Club commented: “Having the opportunity to tell the story of a product that encapsulates both incredible athletic prowess and material innovation was an exciting prospect for the team and with so many interesting ideas to explore within the initial brief, we knew from the get-go that this project was going to be a fun one. We were careful to blend the contrasting themes of dynamic power and focussed precision, conceptually trying to replicate the tense back and forth between 2 players to drive the pacing and energy of the edit.”
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