When the Apple Watch launched, Fitbit came to Grey looking for a more human response. As their CEO put it: “We want what you did for Volvo.”
The result was a series of documentary films that shifted the conversation from product specs to human purpose, telling real stories from around the world and showing how Fitbit could help people transform their lives. It gave the brand a voice of its own, and a way to stand apart in a category suddenly defined by Apple.
SCOPE: FILM / TELEVISION