# Apple Watch — Phil's True SOS Story

A first-person customer story told in captions over a webcam interview, with phone clips of the ride and the hospital. The story drops to black for the crash, then to the watch screen counting down to a 911 call, and ends on the Apple Watch wordmark.

- Code: AD-0210
- Kind: Ad
- Format: Customer story
- Brand: Apple Watch
- Length: 35.1s · 15 beats · 25.7 beats/min · 12 hard cuts
- Industry: Consumer electronics, Health
- Style: Captions, Documentary, Emotional, Light UI, Dark UI, Phone UI, Minimal, Slow and deliberate
- Original: https://www.youtube.com/watch?v=l40eAWni8yw
- Full breakdown: https://cutmap.co/v/apple-watch-phil-s-true-sos-story

## The breakdown

The full breakdown has eleven sheets: Snapshot, Opening, Structure, Timeline, Rhythm, Look, Movement, Sound & words, Why it works, Production, Build brief. It is available to Cutmap Pro members at https://cutmap.co/v/apple-watch-phil-s-true-sos-story.