Director's Works
Hublot, WW25 Big Bang Amber Grace Johnson
Born and raised in New York, Amber is a filmmaker striving to create work that makes you feel.
To honor individuals and their truths all the while pushing the artistic and visual integrity to the best it can be. Her inventive story telling & infectious youthful spirit has enabled work with brands such as H&M, Armani, Prada, Mercedes Benz, Nike, or Moncler across commercial, editorial & branded content projects.
She’s most passionate about original characters, anime, cinema reference points, unique perspectives, and a wild imagination. When not creating commercial work, she puts her soul into passion projects across documentary, music and shorts.
She was nominated AICP’s ‘Best New Director’ and Ad Age A-List & Creativity Awards 2020 ‘Director to watch’. In 2023-2024, she developed, directed, and executive produced a documentary series on the future of technology for Bloomberg.
To celebrate the 20th anniversary of The Big Bang collection, Hublot unveiled the Big Bang anniversary campaign during Watches & Wonders Geneva Watch Fair. The campaign consists of a cosmic odyssey in which time, elements and imagination collide. The characters embark on a journey through galactic landscapes, futuristic laboratories, and zero-gravity realms. Molten materials such as Magic Gold and Titanium defy gravity, crafted with astonishing precision.
The whole project, from brief to delivery, lasted 6 weeks, and was an example of ideal collaboration between the brand, the director Amber Grace Johnson and her production, PHANTASM.
It was shot using a hybrid model of both blue screens combined with motion control and Virtual Production.
