Fitbit
Meet the Coach
The Challenge
Fitbit’s roster of premium coaches needed an introduction with the heart, gravitas, and power they bring to every single workout.
The "Meet the Coach" campaign was built to tell three select coaches’ story, in a way that felt true to who they are and inspiring enough to make any athlete want to show up.
Meet Tisha
In a sport like golf, every single muscle needs to be in control to perform at your best. Like life, it’s the little things that make the biggest impact.
After years chasing perfection, Tisha has found the joy again in the sport of golf. The film embodies Tisha’s spirit, where she brings a cheerful lightness and genuine care everywhere she goes, from the gym to the course.
Meet Corey
Inspired by Corey’s relentless tenacity and commitment to mental strength, we leaned into his self-belief and the intensity he brings to everything he does. From training everyday people to the cast of Black Panther, his standard, for his clients and himself never wavers.
The work, like Corey, feels explosive, frenetic, but grounded in his drive for better each and everyday.
Meet Denise
For Denise, yoga arrived in her life as a refuge. Her practice gave her the courage and poise to work through some of the hardest moments of her life. Now, her teaching practice is about sharing with others that same gift yoga gave to her, no matter where they are on their journey.
Inspired by the human body’s abstract forms in yoga, Malibu’s beautiful landscapes, and Denise’s quiet but steady resilience, this work captures the beauty, grace, and courage in a yoga practice.
The Approach
This one started as a proactive pitch. We brought the idea to Fitbit and they trusted us to run with it. Three films, three athletes, three distinct visual worlds: golfer Tisha Alyn, celebrity trainer and boxer Corey Calliet, and yoga instructor Denise Antoine.
The work was built to feel immersive and striking before it ever felt like advertising. A small team, a high level of client creative trust and buy in, and a clear point of view from start to finish.
I owned creative pretty much from end to end. Concepting, copywriting, art direction, and working with our production crew to bring the idea to life. I also did the online edit and VFX.
Role
Associate Creative Director
Client
Fitbit
Agency
Xpedition