Since 2015, Apple Watch has redefined what a smartwatch can do. People see it as the ultimate companion for staying active, healthy, and connected.

With the launch of Apple Watch Ultra, we were charged with creating a site that introduced the world to the ultimate sports watch that meets the extreme needs of the world's most adventurous athletes.

Our approach was to make a site as robust and adventurous as Apple Watch Ultra itself, with multiple opportunities to explore and discover its powerful features. After all, this wasn't just another new Apple Watch; it was an indispensible tool made for three separate audiences.

So we created a site that dove deep into how Apple Watch Ultra provides endurance athletes, outdoor adventurers, and water sports enthusiasts with innovative technology that lets them go higher, farther, faster, and deeper.

Users could open each section to discover more about their sport of choice, all while getting a high-level view of all of Apple Watch Ultra's incredible capablity as they moved through the page.

And because we know that athletes and adventurers are as detail-oriented as they are fearless, the entire page communicated all the technical information they'd need to go out in the wild with their new Apple Watch Ultra.

The Apple Watch Ultra site is epic, cinematic, and impeccably crafted. It is a celebration of rugged beauty and powerful technology made for athletes of all kinds.

It features big, bold, utilitarian design choices and heroic product images that highlight the extraordinary capabilities of Apple Watch Ultra.

Breathtaking black and white photos and videos shot in the most extreme locations around the world build on top of this design to show the intense locales where the watch truly thrives.

Fluid, immersive animation throughout the site pulls you into the story.

Interactive moments like an explorable illustrated schematic of the watch and modals create opportunities for discovery while showcasing the innovations packed into Apple Watch Ultra.

And the whole story is told in a way that speaks authentically to an audience of expert athletes.

It's an experience that truly captures the potential for adventure with Apple Watch Ultra.