Apple Watch: Make time for health

China's 996 culture — 9am to 9pm, six days a week — doesn't leave much room for anything else. Apple Watch's first China campaign needed to speak to that directly: health isn't something you find time for. It's something you make time for.

This was also the first time Apple shot a live-action product commercial in China. No blueprint, no precedent. We investigated from scratch how to shoot the watch beautifully to Apple's standard — lighting, motion, detail — with a local director whose dedication you could feel before the camera rolled. The client trusted that judgment enough to use the same director again on their next campaign.