Tendril and Hublot have joined forces for the launch of the FIFA World Cup 2022. A sport-focused collaboration to craft the visual campaign and product launch film for the new limited-edition World Cup watch.
Hublot introduces a pioneering technology into the world of timepieces—A realtime data feed that allows the user to obtain on-field, in-play reports for all World Cup games. On top of that, a sleek, football orientated design with customizable straps make for a truly personal experience.
We wanted to show the in-game story and 90 minutes of play within our design. Introducing the watch as a metaphor to the pre-match build up then using that motion to articulate the in-game play. The momentum of goals, yellow cards and substitution, strike the perfect pace. Football design influences and in-game nuances led us toward a unique graphic language, with contrasting tones and sports inspired lighting.
Process + R&D
