Fitbit and its distributor Genero were faced with the fact that they needed to produce a TV commercial for the Japanese market to expand the recognition of the new Versa 2 in the Japanese market. We understood that it would be difficult to gain a market presence with simple localization of existing commercials, so we asked Strategy SET to adapt it. In order to adapt American commercials to the Japanese market, it is essential to adapt cultural perspectives in addition to language adaptation. To solve this problem, STRATEGY SET appointed director Chris Rudz. We filmed 6 locations, 11 talents, and 1 dog (who was a very nice boy) in 2 days. With the support of bilingual scenario writers, the commercial was completed with the spirit of the original commercial while incorporating the unique Japanese perspective that resonates with Japanese consumers.
