Hublot x Como 1907
Oh hell yes.
I was commissioned by a client to support the promotion of the Hublot x Como 1907 Classic Fusion Chronograph Black Ceramic Limited Edition through a paid campaign across Instagram and Facebook. Limited to just 50 pieces and priced at €17,500, the watch brought together two very different worlds: Hublot’s Swiss watchmaking and the identity of Como 1907. The challenge was to make the collaboration feel grounded in Como itself, rather than simply producing another luxury product advert. The campaign was built around two parts.
First, original footage was captured in Como: locals, football supporters, the lake, the hotels and the atmosphere around the club. I wanted the audience to understand that Como 1907 is not simply a name attached to the watch. It belongs to the city, and there is a genuine sense of affection around it. That material gave us the human side of the campaign and something far more specific than generic destination footage. The second part was about giving the Hublot collaboration the weight it deserved. We worked with visuals supplied by the Hublot team and combined them with the material captured in Como, building the edit around the contrast between place, people and product. The finished work went live across social advertising and was very well received by Hublot, with the brand continuing to advertise through my client afterwards. For me, it was another example of why context matters so much in creative direction. A luxury object can look beautiful on its own, but sometimes the stronger story is everything that surrounds it. For the full campaign assets, please request access by email.
