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September 22, 2026
Zünc Studio’s latest work for Hublot sees the CG watch wars take a fun and unexpected turn with a playful and impossibly shiny film for the brand’s Classic Fusion Balloon Dog collab with Neo-Pop pioneer Jeff Koons.
Jake Weaver, design/production lead at Zünc Studio: This was an opportunity to bring together two distinct creative worlds: high watchmaking and contemporary art. Our challenge was to capture the technical sophistication of Hublot alongside the playfulness, scale, and unmistakable character of Koons’ work.
Finding the balance between these two iconic identities was key. Neither could overshadow the other, so restraint became an important part of the process. We wanted the Balloon Dog and the watches to coexist naturally, giving each enough space and presence while feeling like part of the same world.
“Our challenge was to capture the technical sophistication of Hublot alongside the playfulness, scale, and unmistakable character of Koons’ work.”
That balance became especially important when defining the Balloon Dog’s character and movement. The watches are magnificent objects of precision and craftsmanship, so we were conscious that the Balloon Dog could never behave around them like a toy.
We landed on a personality built around curiosity and playfulness, but always with a sense of reverence. Small choices in movement, timing, scale and proximity helped us find a relationship that felt playful without diminishing the significance of the watches.
With works of art at the heart of the campaign, a gallery felt like a natural setting, a restrained backdrop that gave the Balloon Dog and the watches room to command attention, while reinforcing the meeting of art and horology.
Client: Hublot
Production: Zünc Studio
Director: Zünc Studio
Audio: Group Project
