Spikes Asia
TBWA\MEDIA ARTS LAB, Shanghai / APPLE / 2022
Overview
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Execution
The film reflects the insanely busy and demanding 996 life, putting Chinese women at odds as health easily becomes an afterthought. In this film, the director created a 996 world that turned daily activities into a robotic choreography from the crowd, and synchronized it together with the sound ‘Di Da’, representing the unrelenting rhythm of the ticking clock. But with Apple Watch, our protagonist improvises and moves fluidly through this "Di Da” rhythm. The explicit contrast between the naturalistic motions of our protagonist amongst her peers shows how Apple Watch enables Chinese women to seamlessly make time to keep their health in check amidst their busy working life.
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