Created by Apple’s in-house team and directed by Derek Cianfrance (Sound of Metal, Blue Valentine) via RadicalMedia, this film titled The Relay chronicles eight stellar athletes–some with, others without physical disabilities–who come together to train and compete.
The four-stage relay reflects the beauty of accessibility as athletes–no matter their situation and physical status–toe the same starting line and end up zipping past the same finish line. The lineup of competitors includes a cyclist with an upper limb difference, a wheelchair racer, a low-vision swimmer, and a blade runner. Several of the athletes could very well end up on the global stage in 2028 at the Olympics in Los Angeles.
During the course of their training, we see the athletes deploy Apple products–including the Workout app on Apple Watch, sleep metrics, daily exercise goals, and the capability to record and analyze their performances on iPad and Mac.
Credits
Client Apple Agency Apple Production Company RadicalMedia Derek Cianfrance, director
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More