Apple Store In-Store Ad

Description

In theory, it'd work… But it was a risk… There is in fact only one sunset per day… But they committed, set the camera confidently, let the sky fade-to-black, and let the city transform into its nighttime self. Once the sun slept, they rack-focused to the cyclist, riding into frame with that glorious illuminated helmet, showing off its built in lights.

And yeah, the timelapse worked like gangbusters. The perfect introduction to the Lumos helmet for this feature announcement video that landed them in Apple Stores across the world.