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.
client
Apple | Media Arts Lab
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.
CREDITS
TBWA / Media Arts Lab
Director | Carlos Serrao
Creative Direction | Greg Shadwick & Danny Duran
Creative Leads | Adam Connelly & Jeff O'Keefe
