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