Every beat counts
Fitbit aims to empower and inspire you to live a healthier, more active life. They design products and experiences that fit seamlessly into your life so you can achieve your health and fitness goals, whatever they may be.← All Our Work
The Ionic takes your performance to the next level, a GPS smartwatch packed with fitness guidance, 24/7 heart rate, health and wellness insights, on-screen workouts, phone-free music, payments and more.
Fitbit teamed up with Chicago leather maker, Horween Leather, to produce the wristbands for the Fitbit Ionic. One of the oldest tanneries and one of only a few remaining, Horween Leather’s time-tested tanning techniques brought a level of sophistication to the Fitbit Ionic, and we were commissioned to create a piece to highlight that partnership. We focused on the tactile and quality experience leather brings to a product. The video features close-up shots of the leather patterns, and interviews with Yumi from Fitbit, as well as Skip Horween himself.
The behind-the-scenes shots of the manufacturing process, combined with footage of design diagrams, different leathers, and Skip’s interview make this a very effective branded short documentary that evokes craftsmanship and quality.
We produced a 2-minute and 30-second video, which ran on all major social media platforms.