Directed by Fx Goby with Malika Favre, the ads were based on an initial brief from Cheil Worldwide in Korea; which was to create two modern, colourful films that show how the product can be used in people’s everyday lives. The narrative sees different people in their day to day bustling, busy environments using the watch seamlessly as it becomes part of their routine. The people are shown to be carefree as they are able to complete multiple tasks with the watch as an aide and this is emphasised in the fluid and bright illustrations.

FX and Malika worked closely together to create the spots with FX’s direction, dictated by Malika’s elegant design, strongly influenced by the theme of bold fluidity. The films were created using a combination of 2D and 3D animation to bring to life the flowing shots.

The two short ads aired on big screens across London, Milan, Singapore, Times Square in New York and the Netherlands as well as online.

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