FitBit: FitBit

Credits & Description:

Brand FITBIT
Entrant GREY NEW YORK
GREY NEW YORK New York, USA Entrant Company
GREY NEW YORK New York, USA Idea Creation
TOOL Los Angeles, USA Production
TOWNHOUSE New York, USA Production
UPPERCUT New York, USA Production
THE MILL New York, USA Production
HUMAN New York, USA Production
FITBIT San Francisco, Ca, USA Additional Company
John Patroulis Grey New York Worldwide Chief Creative Officer
Matt O’Rourke GREY New York ECD
Tescia Deak Grey New York CD
Bevan Mahaney Grey New York CD
ASAN ASLAM Grey New York GCD
Marco Pupo Grey New York GCD
ALEX MORRISON Grey West PRESIDENT
Will Egan Grey West SVP Account Director
Melissa Bryant Grey West VP Management Supervisor
Ryan Miller Grey West EVP Insights & Investments
Hayley Yerkes Grey West Brand Strategist
James McPherson Townhouse EVP Head of Integrated Production
Alison Horn Townhouse VP Executive Integrated Producer
Dena Lenard Townhouse Senior Content Producer
Oliver Fuselier TOOL Managing Partner / Executive Producer
Dustin Callif TOOL Managing Partner / Executive Producer
Floyd Russ TOOL Director
Preston Garrett TOOL Executive Producer
JP Mandarino TOOL Line Producer
Joshua James Richardson TOOL Director of Photography
Teresa Tran Grey West Account Supervisor
Tim Rosa Fitbit Chief Marketing Officer
Melanie Chase Fitbit Marketing Director
Craig Caniglia Human Senior Producer
Sloan Alexander Human Sound Engineer
James Wells Human Executive Producer
Gordon Minette Human Composer
Mikey Rossiter The Mill Colorist
Alvaro Del Val Uppercut Editor
Julia Williams Uppercut Head of Production
Brief Explanation
The film opens on a man sitting in a dark gym. A super tells us that this is Sandile, who was in a motorcycle accident 4.5 years ago. We realize that he is sitting on a bench, next to his wheelchair, as he starts to use his hands to lift each leg up and down. We catch on that these legs cannot move on their own. Sandile adjusts his wheelchair. He attempts to get in it, but stumbles and is unsuccessful. He continues to adjust each leg back and forth crossing and uncrossing them. Finally, he pulls himself into the chair. Sandile straps his legs down, rolls over to the weights and starts cranking out shoulder presses. A super appears, “This was the first time he made it into his chair by himself.”