Quit Quitting

Apple Watch New Year's Spot

Client: Apple
Role: Concept & Art Direction

For the New Year Apple Watch 2024/25 spot, we told a story we all know. Resolutions fade, excuses stack up, and frustration creeps in. That's when Apple Watch steps in with that small push that keeps you going.
Commit to quit quitting, with motivation on your wrist.

CW: Elio Proenza
GCDs: Brian Murphy + Lee Schulz
Producers: Juale Chavez
Director: Tom Noakes
Cinematographer: Larkin Seiple
Editor: Shane Reid
Color Grade: Nickel Bickel
Vfx: Method
Music Supervisor: Nellie Rajabi

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Work inquiry, question, or the recipe to make a bomb a** brigadeiro? Hit me up ;) 

© Sofia Coelho 2025
Art Director