Audemars Piguet partnered with Hypebeast and Hypemaker to create a campaign around its latest Royal Oak Concept timepieces, bringing together luxury watchmaking, sport, and culture through an editorial-led approach. Shot at AP House Milano, the campaign paired football icon and watch collector Zlatan Ibrahimović with horological specialist Austen Chu, who guided Zlatan through the technical innovation and design behind the collection.
The project spanned original photography, video, and a dedicated Hypebeast editorial, creating a content ecosystem that introduced the watches through conversation and storytelling rather than traditional product marketing.
Working with our UK-based Hypemaker team, I managed the project from the client-services side and served as a key liaison between Audemars Piguet, Hypebeast, and the production team. With the client based in Switzerland, I facilitated weekly client calls and helped navigate language and communication nuances with a predominantly French-speaking team, ensuring creative feedback, expectations, and next steps remained clear across markets.
I also helped coordinate the complexities of working with two distinct talent profiles, including a globally recognized athlete in Zlatan Ibrahimović and watch expert Austen Chu, while managing briefs, production schedules, deliverables, feedback rounds, and approvals across photography, video, and editorial.
My role was ultimately to keep the various stakeholders and workstreams connected from pre-production through launch, balancing the expectations of a global luxury client, the needs of our creative and editorial teams, and the requirements of high-profile talent to ensure the final campaign delivered against both the brief and Hypebeast's cultural point of view.
