The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Interactive & Mobile Craft

Apple Watch Ultra

Agency Apple / Cupertino

Client Apple


Visual Craft / Art Direction

Annual ID


About the Work

Launching the super-capable Apple Watch Ultra, the first ever Apple Watch crafted for adventurers and athletes required an equally epic approach. It represents a powerful union of breakthrough technology and incredible utility for the most discerning sports enthusiasts. The site integrates breathtaking black and white photos and videos to show the rugged locales where Apple Watch Ultra truly thrives, using subtle animation to pull the viewer into the story. An illustrated schematic of the hardware and interactive modals create moments of discovery while celebrating the innovations packed into Apple Watch Ultra.

2023 Awards

Total Points: 3



Internal / In-House Agency

Apple / Cupertino


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