In Max Malkin’s two and a half minute film, “Dear Apple,” real people from around the world tell the story of how the Apple Watch changed their life. The film is about transformation, built on stories about how Apple's intimate wearable technology has surprising effects on its users. The “great idea” is simple, yet strong, unique in the way of using the product's functions that are the integral characters in each part of the story. Each of these characters become more than just traditional advertising testimonials. By using sophisticated storytelling, the viewer forms a direct connection with a true story. The product is the hero. Malkin captured each real character’s entire world in a single spot to reveal their dynamic personality, while drawing out their stories in a truly cinematic way. The audience is invited to consider these true stories on film in unconventional ways.