The beat goes on for Apple Watch

Concentrating on the new Apple Watch's ability to monitor its wearer's heart, this new campaign follows a series of people whose lives are helped by their Apple Watch.

Called Between Beats, and created by TBWA\Media Arts Lab Los Angeles, the 100-second spot reveals that the new Apple Watch, and its all-new Health Sensing System, has the most accurate heart rate sensing in a wearable.

Directed by Camille Summers-Valli through MJZ and shot by Academy Award-winning cinematographer, Hoyte van Hoytema, the spot follows people whose lives shift when they start listening more closely to their hearts, using a beating heart as an audio-visual device that propels the story forward. 

An athlete recovers after a health scare, a young drummer’s readiness score helps her understand her body’s signals, and an office worker uses Apple Watch to help regain control of his health. The story is cut to the soundtrack of a beating heart, with the images changing on each beat, fast or slow, with sound design provided by Raphael Ajuelos of Concret Form, and editing by Dan Sherwen and Alex Segal of Cartel.