Hublot
Elevating Hublot's Digital Campaigns
In the competitive luxury watch market, Hublot faced a significant challenge: how to maintain brand consistency across diverse product launches while creating distinctive digital experiences worthy of their premium positioning. As Group Creative Director at Huge, I identified the need for a flexible yet cohesive campaign framework that could accommodate everything from limited editions to flagship collections without diluting Hublot's distinctive brand voice. Leading specialized design teams, I developed a versatile digital template system that balanced artistic expression with conversion optimization—creating a framework that showcased each unique collaboration and innovation while maintaining the unmistakable Hublot aesthetic across all digital touchpoints.
The core challenge was creating scalable campaign solutions that could flex across vastly different product narratives—from the technical precision of the Unico Movement to the artistic collaboration with Daniel Arsham, to the heritage celebration of the Big Bang 20th Anniversary at Watches of Wonders Geneva. I established a distinctive diptych pattern that became the foundation for all campaigns, carefully balancing emotional brand storytelling with detailed product specifications. Under my creative direction, the team incorporated mixed-media elements and crafted visual journeys that guided customers toward product discovery while reinforcing Hublot's luxury positioning. This systematic approach delivered measurable increases in engagement and conversion across all three major launches while maintaining the brand's premium consistency throughout every digital touchpoint.
Key Achievements
Developed a robust template system for 3 major product launches (2024-2025)
Implemented diptych pattern balancing brand imagery with product details
Successfully launched Unico Movement collection (2024)
Created unique experience for Daniel Arsham's Droplet pocket watch (2024)
Designed Big Bang 20th Anniversary campaign for Watches of Wonders Geneva (2025)
Big Bang 20th Anniversary (2025)
Creating a Premium Digital Experience
Elevating luxury watchmaker Hublot's digital presence demanded the same meticulous attention to detail found in their exceptional timepieces. While their physical products embodied innovation and craftsmanship, their website offered an experience that failed to capture the brand's premium service positioning. My transformation went beyond visual refinement to reimagine the entire digital journey—from product discovery to service interactions. By implementing sophisticated navigation patterns that simplified complex product catalogs, developing contextual search functionality, and designing a white-glove repair service experience with clear confirmation stages, my team created digital touchpoints that finally matched the exclusivity of the in-store experience. The mobile-first approach ensured the premium feeling translated across devices, while streamlined store locator features connected digital exploration to physical retail environments. The result was a cohesive digital ecosystem that not only enhanced e-commerce performance but authentically conveyed Hublot's heritage of precision and luxury—proving that exceptional craftsmanship extends beyond watchmaking into thoughtful digital experiences