Tendril was comissioned by Hublot to craft a motion design film unveiling the MP-10, a timepiece that defies and redefines the conventions of watchmaking. They saw the story of this being told through two lenses: precision manufacturing and refined styling.
They experimented with a raw and graphic approach dedicated to giving each innovative element their own moment in the spotlight: the precise machining, the masterful engineering of the chassis, the movement and power reserve, each gets a moment centre stage.
Microscopic surface materials, physical structures formed from wireframes and data evoking precise calculations all were embraced to emphasize the fine craftsmanship of a never-seen-before watch. Cinematically, our choice for mechanical camera movements and precise object transformations allowed us to communicate the essence of Hublot’s process of fabrication and manufacturing. The end result merged raw energy and mystery with gritty textures and precision.