The world of luxury watches is all about celebrity wrists. But Hublot has proudly never played by the category rules. Their designs and material mashups were always too bold, too loud, too extra for the polished world of fine watchmaking.

We needed to mark the 20th anniversary of Hublot’s most rebellious watch, the Big Bang, and bring the uncompromising attitude of Hublot and its wearers to social media.

So we dared to sign a celebrity who doesn’t even have a wrist. Choupette. A fashion icon, a pop culture diva, and… The heiress of Karl Lagerfeld’s fortune, including his Hublot Big Bang.

So we signed Choupette and let her do what cats do best online:

Instead of the traditional polished approach most luxury brands take, we paired high-fashion aesthetics with social media cat-core and gave nods to internet culture in every asset: cats walking over pianos and playing with lasers UGC tropes, the “Oiiai” viral track, “Cat in Sofa” meme references, fashion BTS content, the Kim vs. Choupette Met Gala drama, nepo baby lore and cheeky iykyk captions.

I led this project as ACD, working with Andrew Watson and creative team Ana Cle and Sabela Ros. Special thanks to Ana Chan, our photographer Carlijn Jacobs, Archie for the sound, Ricky for making it look so good, Joe Burrin, Karen, and many other incredible minds at W+K Amsterdam.