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16 October 2019

Time After Time

by Syd Briscoe


Apple Watch: “Series Five” - 1 min 50s

This slick communication for the Apple Watch draws attention to the tech's most important feature - telling the time. At least, that's ostensibly its most important feature, as director Ian Pons Jewell demonstrates with tongue firmly in cheek.

Indeed, the polished montage of vingettes showing off the timepiece's numerous other uses make us question how often it's used to check the time at all. Between being used as a miniature phone, stopwatch, and heartrate monitor, it seems as though there would hardly be, er, time for that.

Subtle comic nods throughout the piece ensure this isn't a po-faced depiction of technological superiority, however, and a scene in which bullies are sucked into a spontaneous inter-dimensional portal is particularly fun. Smartphone haters-but-needers, this one is for you.


Director: Ian Pons Jewell Ⓟ Ⓦ (Academy Films Ⓟ Ⓦ)
Cinematographer: Mauro Chiarello
Production Designer: Henry Boraros
Post Production: Electric Theatre Collective Ⓟ Ⓦ
Colourist: Luke Morrison

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