All the real-time football action tracking features of Hublot’s new limited-edition FIFA World Cup Qatar 2022 smartwatch get their close-ups in this striking launch film from the Tendril crew.

From the team at Tendril: “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 and 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.”
 

 
Client: Hublot
Art Director: Alex Bertrand
Head of Hublot Studio: Yann Lauener

Production: Tendril
Creative Director: Chris Bahry
Director: The Dink
Concept Director: Joey Recoskie
Executive Producer: Mary Anne Ledesma
Producer: Brittany Sheahan
Coordinator: Andrea Chan
CG Sup: Alex Veaux
Tech Lead: Flavio Diniz
Editor: The Dink + Sebastian Baptista
Lead Designer: Shannon Hoyne
3d Designer: Rita Louro, Sylvain Gaussen, Aleks Liubas, Leo Bortolussi, The Dink, Andre Chaves, Rafa Cezar
Modeler/Rigger: Flavio Diniz
Houdini Simulations: Sylvain Gaussen, Philipp Pavlov
Animation: Sylvain Gaussen, Will Sharkey, Sebastian Helene, Leo Bortolussi, Andre Chaves, Samuel Bohn
2D Animation: Rafa Cezar
Formatting: Samuel Bohn, Juliana Custódio
Light + Render: Yeseong Kim, Max Roz, Brad Husband, Marcelo Souza
Compositing: Brad Husband, Corey Larson

Sound Design/Music: Cypher

Toolkit: Cinema 4D, Houdini