Apple
- The Gift of Go

In this global digital campaign, Apple asked us to show how the Apple Watch is the gift that continuously activates a healthier life. We thought about all the unique ways that people gift, and settled on this concenptual direction that creates a wrapping paper. We enrolled Carol Serrano to direct our spot, because of his expertise with photographing sports and the body.

ART DIRECTION
CONTENT PRODUCTION
LAYOUT DESIGN
WEB & DIGITAL DESIGN
SOCIAL MEDIA

CREDITS

TBWA / Media Arts Lab
Directed by Carlos Serrao
Creative direction by Greg Shadwick & Danny Duran

Edited by Rock Paper Scissors
Sound Design by Lime Studios

We enrolled a puppeteer to help us to create the tabletop effect of paper getting ripped off the package. Our puppeteer would rip the paper at just the right moment to make the effect real. Then we would all cheer, because to get it right felt like magic.