Gallery: The Invisible Design Behind the Apple Watch's Many Faces
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Apple photographed many different species of jellyfish to make up a single, moving Watch face.
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The human interface team used Phantom cameras to shoot the jellyfish at 300 frames per second.
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Everything took place in Apple's design studio, and involved a lot of moving jellyfish around.
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The jellyfish on the Watch's face are upside-down. During the photoshoot, they swam towards a light at the bottom of the tank; the photographers had to flip their monitor 180 degrees to frame their shots.
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On to the Watch's tiny resolution, you can't see this much detail. But it's there.
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If you pick the Motion face, every time you raise your wrist you'll see a different image.
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Rather than animations, the blooming flowers are stop-motion time-lapse photos.
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One flower took Apple more than 285 hours and 24,000 shots to photograph.
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They picked different flowers to photograph, and then trained a camera on them for as long as it took.
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Every face is about time, whether it's flowers blooming over many hours or a butterfly's wings flapping quickly.
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Capturing butterflies at this level of detail, or at all, is incredibly difficult, but the result is beautiful.
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Apple created a custom typeface, San Francisco, whose counters reference the shape of the Watch itself.
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San Francisco has multiple weights and figures and was drawn to ensure readability at all sizes.
