Fitbit and its agent Genero faced the fact that producing TV commercials for the Japanese market was necessary to expand the recognition of the new Versa 2 product. Understanding that simple localization of existing commercials would not allow for market presence, they decided to entrust the adaptation to Strategy SET. To adapt American commercials for the Japanese market, adapting not only language but also cultural perspectives is essential. To address this, STRATEGY SET brought in director Chris Rudz. We filmed six locations, 11 talents, and one dog (he was a very good kid) over two days. With support from a bilingual scenario writer, the commercial was completed while retaining the spirit of the original commercial while incorporating a uniquely Japanese perspective that resonates with Japanese consumers.
