Crafting an authentic, integrated launch campaign for Japan.

Fitbit needed to create a locally relevant TVC launching their new Versa 2 Smartwatch in Japan. They came to Genero to find a professional creative team with a deep understanding of the Japanese market.

The creator would need to take an existing US campaign and reimagine it for Japan, taking into account culture and nuance while clearly communicating the benefits of the product.

Fitbit commissioned Genero creator Strategy SET for this brief, a full service creative agency and production house located in Tokyo.

They pitched a thoughtful treatment that took every detail of the campaign into account, considering casting, locations, music, sound, tone, pace and of course, the script.

Reimagining every scene for the Japanese audience was key. Strategy SET brought unique insights to guide new scene developments, from switching the spin cycle scene to Crossfit which is a more popular workout in Japan, to featuring a smaller (but still very cute!) dog, as they’re more common in the target Japanese cities.

The team also provided shorter, snappier edits for social which focus on particular scenes.