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Close Your Rings

When the Apple Watch first launched it was positioned as an iPhone for your wrist. But there was a problem— what was the watch really for? Our team was tasked with repositioning Apple Watch as a fitness device made to get you off your phone (and off your butt) and moving. Borrowing from the product’s movement tracking UI, Activity Rings, we came up with the tagline “Close Your Rings” as a rallying cry to people everywhere. Our proposition was simple— no matter how you move, Apple Watch’s Activity Rings are a simple way towards better health.

Project Roles
Art Director
Art Direction
Commercials - Broadcast
Project Industries
Advertising, Technology