Redefining fitness with Hauwei’s new smart watch.
huawei watch fit:
‘reframe your fitness’
Art Direction - GLOBAL CAMPAIGN - SOCIAL CONTENT
With the insight that during lockdown, many rediscovered an enthusiasm for fitness as a way to regain control over their lives and look after their health, we shaped the global launch for Huawei’s Watch Fit. We positioned the product as a gateway to this new way of life for everybody, not just fitness fanatics. Inspired by this and the product’s unique portrait watch face, we asked consumers to “reframe” how they viewed fitness and smart watches. You can track your health stats throughout the day, not only while you’re breaking a sweat.
I was involved from concept to production as we developed a series of tease stop-motion videos, each showed the protagonist in dynamic transformation from smart to sportswear with the Watch Fit on their wrist throughout. These were shared across Huawei’s global digital platforms reaching views of 500k+.
Role: Art Director
Agency: Grayling
Both people were captured at each step of their transformation, from smart to sportswear, at a shoot in Milan. The pastel wardrobe colours matched the watch’s colourways and evoked a fresh, optimistic feel.
