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Premiere of TheiCollection’s film “A day with the Apple Watch Ultra” in the Dolby room of the Pathé Vaise cinema, Lyon. Photo: @Thesndoctor
Premiere of TheiCollection’s film “A day with the Apple Watch Ultra” in the Dolby room of the Pathé Vaise cinema, Lyon. Photo: @Thesndoctor
Premiere of TheiCollection’s film “A day with the Apple Watch Ultra” in the Dolby room of the Pathé Vaise cinema, Lyon. Photo: @Thesndoctor

Video production

Concept

Art direction

Production Studio

WALIBI

Apple Watch Ultra: an ad, from YouTube to the cinema

Apple Watch Ultra: an ad, from YouTube to the cinema

Video production

Concept

Art direction

Production Studio

TheiCollection

KEY FIGURES

short film

short film

4 min

4 min

shooting days in January 2023

shooting days in January 2023

3

3

cm, the premiere poster

cm, the premiere poster

120 × 160

120 × 160

SECTORS

SECTORS

Tech

Media

PERIOD

PERIOD

October 2022 – March 2023

ACTORS

ACTORS

Picture Element
Pep’s
Picture Element
Pep’s

OVERVIEW

Summary

A product film, a cinema poster and a Dolby auditorium premiere.

For TheiCollection, Picture Element and PEP’S wrote, shot and produced “A day with the Apple Watch Ultra”. The short film follows Jean-Baptiste Nicolet as he uses the watch throughout his day. We extended the video production into a launch at Pathé Vaise, followed by a release on his YouTube channel in March 2023.

The context

By late 2022, JB had already reviewed the Apple Watch Ultra in a conventional video, as had much of the tech press. To revisit the product, he needed a format beyond another review.

The challenge

Show what the product does through a day in its user’s life, with cinematic visuals, on a channel known for detailed reviews. Then turn the release into an event for JB’s community and partners.

The idea

One day, from waking up to the cinema. Siri waking JB up, coffee, a run along the river, a hike in the snow, diving, the pool, then a film at the cinema: the watch goes with him from morning to night, without a spec sheet on screen.

The execution

A short-film production, from writing to the cinema:

  • Writing: storyboard, ad references, grading moodboard, scouting and shot list, script reviewed with JB.

  • Shoot: three days in and around Lyon in January 2023, with anamorphic lenses, an arm-mounted camera, a drone and diving sequences; JB added his own shots filmed in Hawaii. A studio session completed the green-screen shots.

  • Post-production: editing, grading, sound design, dubbed Siri voices and screen inserts.

  • Release: a teaser of a few seconds in 16:9 and 9:16, a poster, a thumbnail, story visuals, a making-of, digital totems and a recap reel of the evening.

The outcome

In the first 24 hours after its YouTube release on 5 March 2023, the film received 34,000 views, 5,200 likes and more than 500 comments.

The project gave JB another way to explore the watch: a filmed story supported by a poster, a making-of and a premiere for his community.

Summary

A product film, a cinema poster and a Dolby auditorium premiere.

For TheiCollection, Picture Element and PEP’S wrote, shot and produced “A day with the Apple Watch Ultra”. The short film follows Jean-Baptiste Nicolet as he uses the watch throughout his day. We extended the video production into a launch at Pathé Vaise, followed by a release on his YouTube channel in March 2023.

The context

By late 2022, JB had already reviewed the Apple Watch Ultra in a conventional video, as had much of the tech press. To revisit the product, he needed a format beyond another review.

The challenge

Show what the product does through a day in its user’s life, with cinematic visuals, on a channel known for detailed reviews. Then turn the release into an event for JB’s community and partners.

The idea

One day, from waking up to the cinema. Siri waking JB up, coffee, a run along the river, a hike in the snow, diving, the pool, then a film at the cinema: the watch goes with him from morning to night, without a spec sheet on screen.

The execution

A short-film production, from writing to the cinema:

  • Writing: storyboard, ad references, grading moodboard, scouting and shot list, script reviewed with JB.

  • Shoot: three days in and around Lyon in January 2023, with anamorphic lenses, an arm-mounted camera, a drone and diving sequences; JB added his own shots filmed in Hawaii. A studio session completed the green-screen shots.

  • Post-production: editing, grading, sound design, dubbed Siri voices and screen inserts.

  • Release: a teaser of a few seconds in 16:9 and 9:16, a poster, a thumbnail, story visuals, a making-of, digital totems and a recap reel of the evening.

The outcome

In the first 24 hours after its YouTube release on 5 March 2023, the film received 34,000 views, 5,200 likes and more than 500 comments.

The project gave JB another way to explore the watch: a filmed story supported by a poster, a making-of and a premiere for his community.

PIC TOUCH

Giving a YouTube video its own cinema premiere.

A 120 × 160 cm blockbuster-style poster, a teaser that never shows the watch and a screening in the Dolby auditorium at Pathé Vaise on 2 March 2023: we used the conventions of a cinema launch. The programme included the making-of, a Q&A and a post-credits scene reserved for the audience in the room. The film was then released on YouTube on 5 March at 10:09, a nod to Apple Watch imagery.

Let’s give your next product film a story

“A day with the Apple Watch Ultra”: JB facing Lyon at dawn

2

“A day with the Apple Watch Ultra”: the watch on JB’s wrist

2

“A day with the Apple Watch Ultra”: diving sequence

2

“A day with the Apple Watch Ultra”: JB at the pool

2

“A day with the Apple Watch Ultra”: mountain hike

2

“A day with the Apple Watch Ultra”: the cinema scene

2

Cinema poster for “A day with the Apple Watch Ultra”

2

Shooting “A day with the Apple Watch Ultra”: arm-mounted camera above JB

2

JB and the film crew on stage at Pathé Vaise, premiere on 2 March 2023. Photo: @Thesndoctor

1

PIC TOUCH

Giving a YouTube video its own cinema premiere.

A 120 × 160 cm blockbuster-style poster, a teaser that never shows the watch and a screening in the Dolby auditorium at Pathé Vaise on 2 March 2023: we used the conventions of a cinema launch. The programme included the making-of, a Q&A and a post-credits scene reserved for the audience in the room. The film was then released on YouTube on 5 March at 10:09, a nod to Apple Watch imagery.

Let’s give your next product film a story

Let’s give your next product film a story

THE FIGURES IN DETAIL

4 min

short film

short film

4 min

short film

4 min

short film

3

shooting days in January 2023

shooting days in January 2023

3

shooting days in January 2023

3

shooting days in January 2023

120 × 160
120 × 160

cm, the premiere poster

cm, the premiere poster

cm, the premiere poster

120 × 160

cm, the premiere poster

140

seats opened for the premiere

seats opened for the premiere

140

seats opened for the premiere

140

seats opened for the premiere

500+
500+

YouTube comments in 24 hours

YouTube comments in 24 hours

YouTube comments in 24 hours

500+

YouTube comments in 24 hours

  1. First meeting and references

  2. Pre-production at the agency

  3. JB films his shots in Hawaii

  4. Script reviewed with JB

  5. Three shooting days

  6. Extra studio shoot

  7. Teaser

  8. Cinema poster

  9. Premiere at Pathé Vaise

  10. YouTube release at 10:09

  1. First meeting and references

  2. Pre-production at the agency

  3. JB films his shots in Hawaii

  4. Script reviewed with JB

  5. Three shooting days

  6. Extra studio shoot

  7. Teaser

  8. Cinema poster

  9. Premiere at Pathé Vaise

  10. YouTube release at 10:09

  1. First meeting and references

  2. Pre-production at the agency

  3. JB films his shots in Hawaii

  4. Script reviewed with JB

  5. Three shooting days

  6. Extra studio shoot

  7. Teaser

  8. Cinema poster

  9. Premiere at Pathé Vaise

  10. YouTube release at 10:09

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A man in glasses gives a thumbs up through a porthole, in the It’s Print O’Clock comedy

Print O'Clock

Branding

Campaigns

It's Print O'Clock

JB driving a Volvo ES90 in a TheiCollection video edited by Picture Element

TheiCollection

Social

TheiCollection: editing Reels, TikTok and Shorts

TheiCollection

Branding

TheiCollection: a tech channel’s identity, from logo to one million

So, shall we work together?

Yes

No

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69004 LYON

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So, shall we work together?

Yes

No

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