THE LEAD
FitStar approached us through an advisor, a former VP at the digital arm of the Discovery Channel. We were tasked to create a trailer for their dynamic yoga iOS app to be launched soon thereafter.

THE APPROACH
After studying the brand’s positioning, we decided to focus on a graceful film quality. Simple, warm, and flowing – mimicking the tone and feel of a yoga session. We cast athletes who were a reflection of the target demographic and set them in locations that would resonate. We advised the company to rewrite their previously recorded script in order to distill its messaging into a powerful frame – a frame that made viewers feel like this was an absolute revolution in interactive guided workouts.

FitStar: Yoga
fitness app

FitStar has teamed up with Yoga powerhouse, Tara Stiles, to bring you the best personalized yoga workout available.

THE RESULT
Shortly after its debut, FitStar Yoga hit #1 on the charts of paid iPad apps. FitStar was subsequently purchased by Fitbit, Inc (NYSE: FIT) which then IPO’d soaring 20% within the first two days.