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Creative

No Lazing on a Sunny Afternoon with Oscar Hudson’s New Apple Watch Ad

Gear up for an activity-filled summer as Apple Watch positions itself as the future of health

No Lazing on a Sunny Afternoon with Oscar Hudson’s New Apple Watch Ad


Flash floods aside, the Northern Hemisphere is in the middle of the hazy, lazy days of summer. But Apple is urging us to take advantage of the summer months to try new sports and rediscover those activities we haven’t had the time to enjoy.

A new campaign for Apple Watch 6 positions the brand as ‘the future of health’ and emphasises enjoyment and skill development over gruelling training regimes.

The new spot was directed by Pulse Films director and long-time Apple regular, Oscar Hudson. It follows a young woman on her summer vacation whose plans for pure relaxation fall by the wayside as she starts to embrace a diverse range of activities. The cyclical, spiralling edit sees each activity get more elaborate with each successively faster cut, demonstrating a sense of achievement and progress. The edit was completed by Exile’s Shane Reid.

Director of photography Adam Newport-Berra captures the golden flow of summer – giving the spot a distinctively different look compared with Oscar’s previous Apple spot, the monochromatic ‘Bounce’ for Apple Airpods. 

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PRODUCTION

Production Company: Pulse Films

Director: Oscar Hudson

President / Executive Producer: Davud Karbassioun

Managing Director: Hillary Rogers

Head of Production: Nick Fuller

Producer: James Graves

Director of Photography: Adam Newport-Berra

Production Designer: Adam Wilson

POST

Post production: Framestore

Executive Producer: Pete King

Producer: Chris Harlowe

VFX Supervisor: Michael Ralla

VFX Supervisor: Chris Eckardt

Head of 3D: Christian Nielson

Edit company: Exile

Editor: Shane Reid

Producer: CL Kumpata

SOUND: 750mph

Sound Engineer: Sam Ashwell

Category: Consumer Electronics , Smart watch

Genre: Comedy , People , Storytelling