Fitbit Inspire Creative Direction & Strategy

At Fitbit, I led the Creative Direction & Strategy for new product launches and campaigns. Here is a deep dive into the work & process for the launch of Fitbit Inspire (codename Buzz).

I began by collaborating with a copy writer to explore the design direction and voice for our audience. We created a Design Development deck that showcased a variety of ways to visualize and communicate the product. After sharing with the VP of Marketing and Brand, we then narrowed down our approach and started on the Creative Strategy.

The Creative Strategy was a valuable touchpoint for Product, Brand and Marketing to connect at the launch of a new product. Its goal was to align on design language, copy language, audience and marketing strategies.

The Creative Strategy then informed the Creative Direction of lifestyle photoshoots, launch campaigns, and marketing materials that all supported each product launch.