Apple has launched ‘Between Beats,’ a new film introducing Apple Watch Series 12 and its new Health Sensing System.
Created in collaboration with TBWA\Media Arts Lab, directed by Camille Summers-Valli, and shot by Academy Award-winning cinematographer Hoyte van Hoytema, the film follows three people using Apple Watch as they work toward better health and fitness.
A beating heart serves as an audiovisual device connecting the stories, which include an athlete recovering after a health scare, a young drummer using her readiness score to better understand her body’s signals, and an office worker working to regain control of his health.
Apple Watch Series 12 introduces higher-frequency heart rate and heart rate variability measurements, along with a new readiness score that analyzes recent activity, training load, vitals, and sleep score.
‘Between Beats’ will run across broadcast, digital, social, and podcast channels and was also featured during the keynote of Apple’s September event.
Credits
Agency: TBWA\Media Arts Lab
Production Company: MJZ
Director: Camille Summers-Valli
Director of Photography: Hoyte van Hoytema
Editorial: Dan Sherwen + Alex Segal, Cartel
Post-Production/VFX: Parliament
Color: Greg Fisher, Company3
Sound: Raphaël Ajuelos, Concret Form
Music: Naissance by CRi
