CD/founders Bel R. Tarducci and Seba Morales at Argentine studio MinimalChat, whose resplendent Ray-Ban spot we included in Stash 164, return with two austere and elegant product films for the Apple Watch Series 9.

Seba Morales and Bel R. Tarducci: “In the Carbon Neutral film, we faced a real challenge in creating the metaphor for carbon emissions without being too literal. Our goal was to craft something visually appealing with unique textures and intricate details.
 

“We faced a real challenge in creating the metaphor for carbon emissions without being too literal.”

 
“This involved many days of exploration in both design and animation, running tests to ensure the textures were truly captivating. We experimented with different materials and lighting setups to enhance the visual impact, and we also utilized layering techniques to create a sense of depth.

“In Timeless Dance, our main goal was to explore the sensuality of the watches interacting with each other. The red color palette, combined with abstract animations, helped evoke this feeling and create a cohesive mood throughout the piece.

“Additionally, while the watches still appear in stunning hero poses, the choice to combine pixelation – resembling a TV or CRT effect – with the hero framing further enhanced the sensual and abstract vibe.”
 

 
 

 
Client: Apple

Production: MinimalChat
Director: MinimalChat
CD: Seba Morales, Bel R. Tarducci
3D Design: Bel R. Tarducci, Seba Morales, Tomás Paul
3D Animation: Seba Morales
Producer: Santiago Antin