The time is now. Apple Watch Series 7
Saudi Arabia is experiencing a significant cultural transformation, and with it, women are finding more ways to look after their health and wellness. To give them a boost of inspiration and motivation, we produced four :15 films showing four different local women using four key native apps of Apple Watch: Activity rings, Sleep, Workout and ECG.
The :30 version shows the women coming together and revealing they were competing to close their rings.
The films live on TVO (Apple Watch first in market), YouTube, Twitter, Snapchat and TikTok.
Shot by Sasha Rainbow (Academy), the music was composed by Atomic Drum Assembly.
Definitely, there was no better time to launch this campaign.
Workout
ECG
Sleep
Activity rings
Now in Arabic. App Store
It is difficult to imagine that in 2020, the most trusted place to find apps didn’t have a version in one on the most spoken languages and fastest growing markets in the world. That was the brief: App Store, now in Arabic. And that simplicity had to be portrayed in a slick, playful way across digital channels, from Snapchat and TikTok, to YouTube and X (then Twitter).
The Saudi desert raiders. Shot on iPhone 11 Pro
When the iPhone 11 Pro was launched, it was introduced to the world beautifully shot in a test lab as “the toughest iPhone ever.” To prove that it wasn’t only a statement, we took the phone out of the lab and tested it in one of the toughest terrains of the Middle East: Saudi Arabia.
Alongside a group of local sand riders, including the first Saudi female professional driver, we rigged the devices to dirt bikes, buggies and quads, went to the outskirts of Riyadh, and took the iPhone 11 Pro and its camera to the limit.
A tech magazine called the film “the dirtiest Shot on iPhone ad we’ve ever seen.” We couldn't have put it better ourselves.
The film was shot by Henrik Hansen from RSA.
Until the end of 2019, the Instagram Story post obtained the 3rd highest completion rate of any 6-segment Story @apple.
OOH across Saudi Arabia.
Special edit featuring only shots from the new Ultra Wide camera lens.
Eid 2019. Shot on iPhone XS
Ramadan and Eid are the most important moments in the Muslim calendar, when people reassess their lives, looking for balance. To capture balance as reflections, we partnered with two local photographers to shoot the campaign with the iPhone XS. The result was showcased in a film, XL OOH, Apple retail channels and on @apple, Apple’s global Instagram account.
Additionally, we produced creative sessions on Today at Apple in Dubai.
@apple Instagram In-Feed.
@apple Instagram Stories.
Social posts from the photographers featuring their shots.
Apple Store. Piazza Liberty opening
In the summer of 2018, Apple opened its most ambitious flagship store in the heart of one of Europe’s main creative hubs: Milan.
For the opening, we asked the vast and vibrand Milanese creative comunity Cosa farai domani? What will you make tomorrow? and teamed up with more than 20 local artists to own each letter of the line, and show the world that creativity in Milan is always ahead of its time. The campaign was executed across different media, from having a strong presence on Apple Italy dot com, creating a bespoke magazine and Apple Store barricade to delivering Today at Apple sessions.
