U-BOAT Darkmoon

Client:

NewTime Srl

U-BOAT

Year:

2024

Category:

Luxury, Watches

Services:

Advertising, Creative Direction, Strategic Consulting, Art Direction, Online Advertising, Copywriting

Darkmoon is a sub-brand within the U-BOAT ecosystem, conceived as one of the core elements of the brand’s renewed aesthetic and strategic vision. If U-Boat’s classic watches embody a daytime Italian lifestyle, symbolizing exploration, craftsmanship, and heritage, Darkmoon represents its nocturnal counterpart—a world of modern freedom.

This duality reflects the essence of the U-BOAT universe: day vs. night, tradition vs. innovation, and a deep connection to the elements of speed, journey and the allure of the unknown. These values became the foundation of the advertising campaign and the storytelling concept for the commercial "When Shadows Embrace You".

The Process

To shape this narrative, we developed a creative strategy aimed at positioning Darkmoon as a lifestyle statement. Collaborating with Mattia Lari from Iral Pictures , we oversaw every stage of the video production, from direction to editing, ensuring a consistent visual and narrative language aligned with the brand’s new identity.

The video copy, titled "When Shadows Embrace You", draws inspiration from the intimate bond between the traveler and the road, and the time as his only travel companion.

This concept reframes the watch not just as a product, but as an object of discovery and personal expression, perfectly suited to those who live at the edge of day and night.

The Solution

The Darkmoon campaign highlights the watch’s innovative design—particularly its unique oil-filled dome—and its customizable, more pop-oriented personality compared to U-Boat’s traditional lines. This allowed us to target a younger, performance-driven audience without diluting the brand’s luxury positioning.

The final advertising video was deployed across online campaigns, and social media platforms, becoming a cornerstone of the brand’s promotional efforts on its official website.