The intersection of high-end horology and contemporary art has taken a fun and unexpected turn in a new computer-generated campaign by Zünc Studio. Created for Swiss luxury watchmaker Hublot, the playful and impossibly shiny film celebrates the brand’s high-profile collaboration with Neo-Pop pioneer Jeff Koons: the striking Classic Fusion Balloon Dog collection.
Released in September 2026, the project showcases the meticulous technical mastery of traditional watchmaking alongside the outsized, whimsical aesthetic of one of the modern art world’s most recognizable figures. By translating Koons’ iconic reflective sculptures and Hublot’s intricate timepieces into a shared virtual space, Zünc Studio has crafted a vibrant visual narrative that redefines how luxury brands approach CG-driven product campaigns.
Merging Two Distinct Creative Worlds
At the core of the project was a monumental creative challenge: successfully bridging two entirely different artistic universes. Jake Weaver, design and production lead at Zünc Studio, noted that the campaign served as a unique opportunity to bring together high watchmaking and contemporary art. The studio’s primary objective was to capture the technical sophistication and mechanical precision inherent in Hublot’s timepieces while simultaneously honoring the playfulness, massive scale, and unmistakable character that define Koons’ body of work.
Finding an equilibrium between these two iconic identities proved to be essential for the success of the film. The design team recognized early on that neither element could be allowed to overshadow the other. To achieve this, a strict sense of restraint was integrated into every phase of the production process. The creators wanted the physical presence of the Balloon Dog sculptures and the complex wristwatches to coexist naturally within the frame. Every decision was calculated to ensure that each object retained its own distinct space and visual authority, while still feeling entirely at home within the same unified universe.
Character, Movement, and Balance
Establishing the appropriate character and movement for the CGI Balloon Dog required careful consideration. Because Hublot’s watches represent the pinnacle of fine craftsmanship, precision, and luxury, the production team was acutely aware that the animated sculpture could never be permitted to behave like a standard toy in the presence of the timepieces.
Instead of cheap slapstick or overly erratic motions, Zünc Studio landed on a personality built around genuine curiosity and lighthearted playfulness, always tempered by a subtle sense of reverence. By making deliberate, understated choices regarding movement, timing, scale, and spatial proximity, the animators successfully cultivated a relationship between the art piece and the watches that felt dynamic and engaging without ever diminishing the high-end significance and prestige of the horology on display.
With world-renowned works of art serving as the central focus of the entire campaign, a contemporary art gallery was chosen as the most natural setting for the narrative. The minimalist gallery environment provided a clean, restrained backdrop. This deliberate choice gave both the Balloon Dog and the featured watches ample visual breathing room to command the viewer’s attention, while subtly reinforcing the overarching theme of the campaign: a seamless meeting point between contemporary fine art and traditional horology.
Production Credits
The visual campaign was brought to life through a collaborative effort between major creative entities. The project was commissioned by luxury client Hublot, with all production, direction, and design execution handled by the specialized team at Zünc Studio. Sound design and audio production for the striking film were supplied by Group Project.
