Titled “Hard Knocks,” this spot shows the durability of the Apple Watch Series 7 as it endures a good knocking around in various scenarios.
Set to the beat of Jack White’s “Power of my Love,” the beating endured by the watch shows that it’s anything but fragile and more than capable of holding up to life’s demands.
Craig Gillespie of production house MJZ directed “Hard Knocks,” which was created in-house at Apple.
CreditsClient/Agency Apple Production Company MJZ Craig Gillespie, director. Music Jack White, “Power of my Love”
TBWA\Media Arts Lab, Directing Team Megaforce Weigh In On Tongue-in-Cheek Apple Film
Directed by Megaforce via production company Iconoclast for agency TBWAMedia Arts Lab in L.A., this Apple film titled "No Sweat" features a weightlifter effortlessly spinning and manipulating massive weights as if they were batons, metaphorically representing the ability of the M4 family of chips--M4, M4 Pro, and M4 Max--to handle the most demanding workloads with ease, all set to Des’ree’s famed music track “You Gotta Be.” [video width="1046" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/11/01112010/M4-chip-No-Sweat-Apple.mp4"][/video] Read More