What if you could give the gift of fitness?

Art Director
Holiday Campaign
Holiday Campaign

In this global digital campaign, Apple asked Media Arts Lab to show how the Watch is the gift that continuously activates a healthier life. We thought about all the unique ways that people gift, and settled on this conceptual direction that creates a wrapping paper.

Brief: Give people a reason to gift the Watch this holiday.

We enrolled a puppeteer to help us 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. The magical feeling of getting it just right elicited cheers from the whole team.

My Role

I assisted with styling, heavily weighed in on music selections brought up by the music team, and helped to create the pre-production bible and select the optimal ratios for the creative across paid social.


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


Get in touch