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Studio Underdog asked us to launch their first brand film in a way that reflected their playful, rule-breaking personality without feeling like a typical luxury watch campaign.
The creative concept from Magick was ambitious, a surreal journey through a fictional watchmaking facility filled with bizarre materials and eccentric processes. With a tight schedule and budget we knew we had to get cracking to bring that world to life.
Rather than relying on expensive set builds or virtual production, we embraced a handcrafted approach. Using a sliding flats system at York Road Studio, we created multiple worlds in one space by repainting and redressing overnight.
By locking frames and only building what the camera saw, we focused resources on storytelling details, colour and texture. Casting founder Richard Benc and the real Studio Underdog team added authenticity, with a tongue-in-cheek cameo from watch personality Justin Hast.
The finished film feels bold, playful and unmistakably Studio Underdog. It became more than a product launch, it turned a stock drop into a moment of theatre that captured attention across social and beyond.
Proof that creative ambition does not need a luxury budget, just a strong idea and the right team to make it real.
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