Creative Director - Visual Storyteller - Dog Snuggler

Fitbit Inspire 3

By 2022, Fitbit’s user base had declined, and the team faced a challenge: launching the “new” Inspire tracker, which wasn’t fundamentally new. Partnering with Dani Nabulsi (ECD), Katherine Curtain (Design AD), and Jenni Elam (Copy), we pitched leadership on using this moment (Fitbit’s first launch post-Google acquisition) as a mini rebrand.

Our strategy: re-engage the core Fitbit audience and introduce Google users to Fitbit as an approachable, feature-rich wellness tool, not just a step counter. Inspire would act as a “gateway” product, driving interest in more advanced devices.

We crafted a bold, colorful, and current look & tone, anchored by a simple tagline that captured the ease of the experience:
Move more. Stress less. All you have to do is wear it.

I lead the creative content direction by developing the photographic style, selecting the right photographer/director (Jeff Valle), and developed scenes that would most effectively convey the features and mood to the target audience. This was also the first time that Fitbit leaned into trends by allowing casting/styling that felt young (and young-at-heart) with distinct personalities.

These assets were used across a variety of channels such as web, 3rd party retail, OLV, PR, blog posts, and social media.