Facility provides turnkey services
for new multi-platform lifestyle ads for the stylish fitness tracker.

CHICAGO—In a true, tour de force effort, Filmworkers, in association with 2DS
Productions, has produced an elegant and inspired advertising campaign for
Misfit, a wearable fitness tracker with a sleek design.

The new internet and in-store ads consist of lifestyle
footage of active people using the button-sized device, which can be worn like
a piece of jewelry, while engaged in laser tag, rock climbing, diving and other
extreme sports. Shot in various locations along the California coast, the imagery
is stunning and shows off the features of the device in an organic and
unobtrusive manner. Misfit’s technical functions are further underscored by
distinctive 3D graphics that animate over the live action. The accompanying
voiceover speaks directly to people who “set forth to scale mountains, to dive
to the darkest depths of the sea” and asks them, “Do you accept the challenge?”

Filmworkers produced the campaign from a concept developed
by 2DS Productions and director Aram Rappaport. The idea was to make Misfit
stand out from other fitness monitoring devices by highlighting its
stylishness. “It looks like a fashion accessory,” explains 2DS Productions’
Bill Ryan. “We’re selling a lifestyle as much as a product.”

Rappaport’s script for an initial 2-minute in-store ad was
approved by Misfit’s marketing team and the project went into production in
California four days later. In the interim, the production team worked to
locate more than a dozen real-life extreme athletes. “YouTube was a big help,”
Rappaport notes. “A producer tracked down a skate crew that I had referenced in
a video. They turned out to be Naval Academy guys and skateboarding was their
weekend hobby. We found a 20-year-old kid who did loops in his plane. We then
traveled from L.A. to San Francisco to Santa Ana to get all the shots.”
Production spanned four days.

Editorial, graphics design, animation and post production
were all completed at Filmworkers’ facility in Chicago. Creative Director
Daniel Pernikoff led the design team in creating graphics elements that
included 3D animations, showing the inner components of the Misfit device, that
literally pop out of the live action. “We wanted the graphics to be simple, but
beautiful, and integrated seamlessly into the piece,” Pernikoff says. “Our aim
was to draw attention to the functions of the device, without simply calling
out ‘Hey, this is waterproof.’”

Producer Casey Swircz notes that the project utilized
virtually every aspect of Filmworkers’ creative services. “It was a very
collaborative project,” she says. “We were really pleased with how well
everyone worked together and our ability to take the project from beginning to
end.”

Filmworkers is located at 232 E. Ohio St. Penthouse,
Chicago, IL 60611. For more information, call (312) 664-9333 or visit www.filmworkers.com.

Credits

Client:                   Misfit.
Tim Golnick, Vice President/Product and Design; Julie Golnick, Senior Manager/Visual Design; John Blet; Senior
Associate/Marketing.

Production

&
Post:                 Filmworkers. Derek de Board, Executive
Producer; Casey Swircz, Producer; Aram Rappaport, Director; Daniel Pernikoff, Senior
Art Director; Drew Parks, Lead 3D Artist; Rob Churchill  – Creative
Director; Michael Anderson; Flame Artist, Fred Keller, Colorist.