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.