Hublot × Novak Djokovic — Big Bang Tourbillon GOAT
- Film
- Photography
Luxury
2025
The approach
The first challenge was finding the right angle, without falling into the usual demonstration. No filming performance. No replaying what everyone already knows.
The Real Court is the Mind.
Face to face
Rather than a portrait of an athlete in action, we designed a conversation format. A simple, direct face-off, almost silent at times. The idea was to create the conditions for an honest discussion about what you don’t see: limits, doubts, routines, and the mental mechanisms that make the difference at the highest level.
Three spaces, three mindsets
The concept rests on three distinct spaces, each inspired by a surface that shaped the athlete’s career. Intentionally minimalist environments, built like mental rooms rather than film sets. Closed, calm places designed to support focus, listening, and time, the kind that allows things to land.
Creative direction steps back in favour of the exchange. Little artifice, few interruptions. The camera stays close, moving, part of the conversation. We keep the silences, the hesitations, the breaths, not to underline them, but because they are the story.
That choice allowed us to capture a Novak Djokovic who feels grounded, accessible, fully present. Rémy Cats’ vision as director, complemented by Daan Huttinga’s eye as director of photography, and the incredible connection our photographer Dan Beleiu created between Novak and the set, made this suspended moment
A rare moment, built with high standards, precision, and a lot of trust.
The kind of project you don’t come across often. And the kind that reminds us why we love doing this.
Credits
Client: Hublot
Creative Agency & Production Company: 23bis
Account Manager: Gabriel Saurer
Creative Direction: Guillaume Mégroz
Art Direction: Elisa Ribeiro, Guillaume Mégroz
Director: Remy Cats
First Assistant Director: Mathilde Neau
Director of Photography: Daan Huttinga
Producer: Gabriel Saurer
Production Assistant: Lisa Keravec
Executive Production: Avion Films (Greece), Jo Hayek, Christina Pantelatou, Tolina Vassilakaki, Chris Hasapakis
Gaffer: Nick Karageorgos
Key Grip: Nek Solidakis
Set Designer: Nikos Yfandis
Stylist: Yasmin Achache
Music Composer: Fabien Abadie (Bureau Bruit)
Lead Editor: Lionel Moerch
Editor: Nathan Janvier
Color Grader: Wietse van Bezooijen
Campaign Photographer: Dan Belieu
Assistant Photographers: Emmanuel Robert, Chloé Burges, Bruno Conrad
Press Photographer: Guillaume Mégevand
Press Photographer Assistant: Jonathan Imhof
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