This films takes you on a journey using seamless transitions through the environments and the watch itself to transport the viewer to multiple locations where the watch is being used in one way or another by various people. Each vignette shows one of the watch's many functions - whether it be turning on a light, getting you on a subway, tracking your workout, being a functional compass or for using the ECG app.

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The important creative element in this script was to show the vast array of features the iWatch has through dynamic camera movement. The camera needed to bounce from etch to watch; with nothing getting in its way, going though a key hole, up and over a Satellite, and into a human heart. No problem. To achieve this we stitched together numerous camera moves, reprojecting environments and using CG objects to transition to different locations. We turned the warm summer forest into a cold winter’s morning, ripped a black hole into a school gym and much much more.