Workout Turns into a Graceful Aerial Dance in Jonathan Glazer’s Apple Watch Ad

On Wednesday, February 20th, during the live broadcast of the Brit Awards, Apple will introduce ‘Flight’ a whimsical film directed by Jonathan Glazer that depicts the feeling of freedom users experience with Apple Watch Series 4 with cellular connectivity. 

 

Apple claims its Apple Watch is the ultimate device for a healthy life, and that with cellular capability it affords users the ability to stay connected and go out with just their watch.

 

In the film a woman goes for a run with her Apple Watch on a blustery day that transforms into an extraordinary event. A gust of wind lifts her up above the clouds and as she tumbles in the sky she finds her footing and starts to control the situation, even dancing. As the wind subsides, she dives back down to earth landing with a splash in a mountain lake below. Apple Watch enables her to stay connected in different environments.

 

British Director Jonathan Glazer is known for films that stretch the limits of movement and “Flight” is no exception. Working with world champion air dancer Inka Tiitto, the duo brought the feeling of freedom and weightless movement to life.