FIND YOUR REASON

Everyone has a reason that moves them forward. With this idea we captured unexpected true stories of individuals who found their reason and worked to improve themselves in service of others, showing how Fitbit works as a catalyst and companion throughout each transformation.

The planning took a discovery process of close to a year to identify the most impactful stories. We traveled to five countries around in three weeks with post production overlapping the tail end of the shoot. The team set out to tell each story through an observational, cinematic, docu-style lense with a focus on maintaining a genuine, uplifting, inspiring tone. A website was launched in November of 2017 where users could view the series, get real user tips and learn more about how the products aided in each transformation. The hashtag #MyReasonIs took over Fitbit’s owned channels to inspire current users to share their own story.

The series generated 387,988,000 media impressions, 42,800,000 social impressions and an 34% increase of positive sentiment.