Responses by Chad Leitz, group creative director, ARGONAUT
Background: Fitbit was launching a new smartwatch called the Versa 2. It’s the first Fitbit to come with the power of Alexa, giving it a host of new features. Our job was to reach tech savvy, fitness-minded consumers with the news.
Reasoning: The Fitbit Versa 2 is the first Fitbit device to take Alexa out of the home and put it on your wrist. So, we featured people on the move, out in the world getting stuff done with their Fitbit and Alexa. We knew that showcasing these impressive capabilities and the stylishness of the product would surprise consumers with how far wearable tech has come.
Challenges: We were inspired when we learned all the things the Versa 2 could do. We knew if we simply showed the smartwatch doing its thing, consumers would be impressed, too. But there laid our biggest challenge—making a feature heavy, one-minute spot that felt sophisticated and cool.
Favorite details: The energy and pacing of the cut, and the fact we were able to pack a lot features into a spot, but still keep it feeling natural. The work isn’t just helping sell the Versa 2; it’s also reminding consumers that Fitbit is still a fun, approachable and innovative brand.
Visual influences: Our director, Isaiah Seret, brought us a beautiful treatment. He added so much richness and depth to each of the scenarios, from both a visual and character perspective. You can feel it in the final spot.
Anything new: I learned an old lesson again. Never work with animals.