Google Fitbit Premium
Google Fitbit needed new marketing content to advertise the freshly redesigned Fitbit app and its premium library of first-party workout videos.
The challenge: the existing video content no longer aligned with the newly redesigned Google Fitbit app, so simple re-edits for advertising purposes weren’t an option. I advocated to leadership to refresh the workout video set to blend Google’s clean aesthetic with Fitbit’s approachable energy. From there, I led the marketing content strategy and creative direction for a full asset overhaul. I brought in 3D designer, Madelynn Ringo, to redesign the set and then partnered with photographer/director Leeor Wild to capture lifestyle moments depicting the user’s experience, app interactions, and hero trainer portraits on the new set design.
The result was a cohesive, on-brand content library built from the ground up.
Photography and Video by Leeor Wild . Produced by Ashley Zaher with Ruvi Leider.
Video co- art directed with Tyler Ford
Social Media Content
As part of the campaign content strategy, we went behind the scenes of the instructional workout video production to put the Fitbit Trainers front and center. Designed to be social-first from the start, the content was built for Instagram Reels, Stories, and YouTube Shorts and not repurposed from campaign materials, but created specifically for those platforms.
