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 … read morerediscover 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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