Faster heartbeats accelerate the succession of shots, slower ones give each scene more space, while changes in heart rhythm guide viewers from one life situation to another. In the new advertising spot Between Beats, the heart is not merely a health indicator measured by Apple Watch Series 12, but the auditory and editing foundation of the entire story.
The spot follows an athlete continuing his recovery after a health issue, a young drummer who uses her readiness score to assess how prepared she is for the day’s demands, and an office worker attempting to regain control of his health. Their stories do not unfold as separate demonstrations of the watch’s features. They are connected by the same rhythm, with the images changing as the heartbeat speeds up and slows down.
This creative approach enabled TBWA\Media Arts Lab to present a range of data on activity, training load, vital signs and sleep through their consequences in everyday life. The new readiness score brings this information together to show users how prepared their bodies are for the day ahead, while the Health Sensing System delivers more frequent measurements of heart rate and heart rate variability.
Between Beats was directed by Camille Summers-Valli, with Hoyte van Hoytema serving as cinematographer. Editing and sound design play a particularly important role in the execution of the idea: the spot was edited by Dan Sherwen and Alex Segal of Cartel, while Raphael Ajuelos of Concret Form created the sound design.
The ad premiered during Apple’s September product presentation, and the campaign continues to run across television, digital, social and podcast channels. Instead of presenting Apple Watch as a device that merely records data, Apple builds its communication around the moment when that data begins to influence users’ decisions.
