Thousands of people have credited their Apple Watch or iPhone with helping them survive near-death experiences. From heart failure to car accidents, these stories are powerful reminders that Apple’s impact goes far beyond technology. To open Apple’s September event, we wanted to do something different—start not with a product but with a film about real lives. We led an extensive casting process to find real people whose lives were saved by their Apple devices and took a purely documentary approach: no scripts, no recreations, just their stories, in their words. With 27 million people watching live, we used the biggest stage in tech to celebrate something deeply human.

Another Birthday

Client — Apple

Director — Goh Iromoto | Sanctuary Content

Editor — Jeff Buchanan | Final Cut

Cannes Lions 2024: Achieved two Silver Lions, one Bronze Lion, and four Shortlist nominations. 

D&AD Awards 2024: Received a Pencil in the Film category. 

The One Show 2024: Earned a Merit Award in the Film & Video for Good category. 

Clio Music Awards 2024: Secured recognition in the Use of Music in Film & Video category. 

Webby Awards 2024: Won in the Health & Wellness category. 

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Innovation is a Force

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Beyond the Algorithm