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Watch / 2017

Close Your Rings

Apple Watch campaign films built around the Move, Exercise and Stand rings.

AppleCreative DirectorTBWA\MAL2017TVOLV
Athletes and dancers moving through Apple Watch Activity rings in Close Your Rings
Contribution
Creative Director / TBWA\MALCo-originated the creative execution of “Close Your Rings,” turning the Activity rings on Apple Watch into human motion. With Gregory A. Shadwick at TBWA\MAL, alongside Marcela Aguilar, Apple and production partners.
Scope
  • Campaign creative
  • Art direction
  • Film + motion
  • Seasonal films

Campaign films

A dancer, runner, swimmer or player completes an Activity ring through movement. Two 15-second edits bring the activities together; eight shorter films focus on individual actions.

A catcher, swimmer and player move through three Apple Watch Activity arcs before the rings resolve together.
Close Your Rings: Catch, Swim, PlayCampaign film / 15 seconds / 2017
A dancer leaps and turns through an Apple Watch Activity arc until it closes around her movement.
Close Your Rings: Move / DanceFocused execution / 10 seconds / 2017
A player dives to catch a flying disc as an Apple Watch Activity arc completes around the action.
Close Your Rings: Move / CatchFocused execution / 10 seconds / 2017
A runner accelerates through an Apple Watch Activity arc until the motion closes the ring.
Close Your Rings: Exercise / RunFocused execution / 10 seconds / 2017
A soccer player bicycle-kicks a ball as an Apple Watch Activity arc completes around him.
Close Your Rings: Exercise / KickFocused execution / 10 seconds / 2017
A diver rotates underwater while an Apple Watch Activity arc follows and completes the movement.
Close Your Rings: Exercise / DiveFocused execution / 10 seconds / 2017
A swimmer turns through the water as an Apple Watch Activity arc closes with the stroke.
Close Your Rings: Exercise / SwimFocused execution / 10 seconds / 2017
A boxer trains through a sequence of punches as an Apple Watch Activity arc closes around the action.
Close Your Rings: Exercise / TrainFocused execution / 10 seconds / 2017
An adult lifts and spins a child as an Apple Watch Activity arc completes around their play.
Close Your Rings: Stand / PlayFocused execution / 10 seconds / 2017

Summer 2017

The campaign continued with roller dancing and boxing.

A roller dancer in a gold jacket moves through and completes the pink Move ring.
Close Your Rings: Roller DancerMove-ring extension / 10 seconds / 2017
A kickboxer leaps through a high kick as her movement completes the green Exercise ring.
Close Your Rings: Summer / BoxingSeasonal extension / 10 seconds / 2017

Global Close Your Rings Day

Apple returned to the line for Global Close Your Rings Day in 2025.

Global Close Your Rings Day / Apple Newsroom / 2025

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