Top Spot of the Week: Isaiah Seret Directs "What Else Can It Do?" For Fitbit Versa 2, ARGONAUT

By

Robert Goldrich
Thursday, Aug. 29, 2019

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Directed by Isaiah Seret of Biscuit Filmworks for San Francisco agency ARGONAUT, this commercial introduces us to the new Fitbit Versa 2, a premium smartwatch packed with advanced health, fitness, convenience and day-maximizing standard features such as Amazon Alex Built-In, Spotify and Fitbit Pay. 

Fitbit tapped ARGONAUT to help promote the launch. This is the first project the client and agency have worked on together since 2017, ARGONAUT used to be the AOR for Fitbit and launched its first-ever marketing back in 2014. 

The spot--titled “What else can it do?”--highlights the capabilities of the Versa 2 through a series of slice-of-life moments, showing how everything from workouts to busy workdays (and even romantic dinners) get better thanks to Fitbit. We even see a woman turn on the air conditioning remotely at home to make sure her dog is comfortable. 

ARGONAUT turned to director Seret to help bring the product’s fashion and functionality to life. Seret’s commercialmaking earned him a DGA Award nomination in 2018.

“It’s been great to get back together with the team at Fitbit to work on this launch,” said ARGONAUT founder and chief creative officer Hunter Hindman. “Their product is in a stronger place than ever and we’re delighted to be a part of creating work that will get the world talking about Fitbit again.”

Credits

Client Fitbit Agency ARGONAUT, San Francisco Hunter Hindman, chief creative officer; Chad Leitz, group creative director; Ray Connolly, copywriter; Grant Minnis, art director; Jon Drawbaugh, executive producer; DP Odishoo, sr. producer. Production Biscuit Filmworks Isaiah Seret, director; Shawn Lacy, partner/managing director; Jeff McDougall, exec producer; Rachel Glaub, Mercedes Allen-Sarria, heads of production; Stephanie Bruni, U.S. producer; Jess Hall, DP. Production Service, Toronto  OPC Kirsta Teague, Toronto producer; Avery Chan, production manager; Mel Stojanovski, production coordinator. Editorial Beast Tim Brooks, editor; Tracy Coleman, exec producer

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