Three Fantastical Films by Ian Pons Jewell Showcase Apple Watch Features
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The surreal stories of three characters demonstrate the health functions of the Watch around fitness, sleep and ECG monitoring
Apple’s new campaign, ‘The Future of Health is on Your Wrist’ visualises the innovative health features of the Apple Watch Series 6. Each of the three films, directed by Ian Pons Jewell through Reset Content, demonstrates a different feature through one character - fitness, sleep and ECG monitoring. Taking us on a series of extraordinary and sometimes surreal journeys, we can see the capabilities of the Watch in action.
‘The Future of Workouts’ shows how the Workout app can track any exercise, even underwater. What at first appears to be a swimming pool transforms into the expanse of the deep blue sea - illustrating what the Watch can do for swimmers, from counting laps of a pool, to calculating calories burned, and measuring distance covered in open water.
‘The Future of ECG’ makes a simple point: the ECG app on the Apple Watch lets you take an electrocardiogram anytime, anywhere, without the need to book an appointment. The central character goes about his business in a confident and cheery manner, stopping to take an ECG whenever he likes.
The final film, ‘The Future of Sleep’ centres on the Sleep app, showing how the Watch sends a Bedtime reminder, dims the lights and automatically turns on Do Not Disturb, all features to combat stress and aid relaxation. We see how the Apple Watch periodically checks heart rate and measures blood oxygen levels while the user sleeps, delivering all the data they could want when they wake up.
Production Company: Reset Content
Director: Ian Pons Jewell
The Future of Workouts: 'Dreams' by Shey Baba and Karma Fields
The Future of ECG: 'Tokoliana' by KOKOKO! and 'When I Wake' by Justin Hurwitz
The Future of Sleep: 'Pays Imaginaire' by Polo & Pan