Apple
Apple Watch Series 12 Between Beats
Brand
Date
Sep 2026
Description
Apple introduces the Apple Watch Series 12 through a commercial titled Between Beats, focusing on the integration of biometric tracking into daily routines. The project highlights the device's optical heart sensor and UI through extreme close-ups, alternating with activity sequences ranging from track athletics and swimming to focused desk work. Production was led by MJZ, with visual effects and post-production support from Parliament, CARTEL, and Company 3 LA. The piece features sound design by Concret Form, leaning into a polished aesthetic and soft light to capture the technical capabilities of the wearable.
Style
Horizontal, Commercial, Polished
Techniques
Soft Light
Industries
Consumer Electronics
Color
Jet Black
Lime
Context
TVC / TV Commercial
Associated creatives
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