Project:
What's Strong with Me?
When you ask someone “Who’s the strongest person in your life?” you’ll never hear “Me.”
Because we focus on our weaknesses so much more than our strengths. As we launched Fitbit’s first true brand campaign, we wanted to remind people that they have their own inner strength—that it doesn’t look like anyone else’s, and that Fitbit can help unlock it.
With this campaign, we flip script to get people to stop asking “what’s wrong with me?” and start wondering:
What's strong with me?
Brand Anthem
Fitness Charge 5 +
Daily Readiness Launch
This campaign also launched Fitbit’s latest fitness tracker, Charge 5, and the newest feature on their app: Daily Readiness. Daily Readiness helps you understand what your body needs; when to rest or when take on a challenge. It also gives you personalized exercise goals and recovery recommendations.
Project:
The Year of You
2020 was a year of false starts and helplessness. But, Fitbit wanted to make 2021 the year of you. With the Fitbit Premium app, you get tailored insights based on your life—your exercise, your sleep, your diet. We created a spot to highlight the different kinds of ways different people might use the Fitbit app, and show how their lives benefit just by focusing on what’s right for them—not what’s going on in the world.
Film
This was shot during peak COVID times and utilized a global production team from all over Europe. Also, whilst our talent was freezing in a Greecian lake, I was watching on from a laundry room in Santa Monica. Magic happens in situations like that—one such delight was working with Alex Somers (Sigur Ros' producer) on the music.