Fitbit and its agency Genero were faced with the fact that in order to expand the awareness of their new product, Versa 2, in the Japan market, they needed to produce a TV commercial for the Japan market. They realized that it would be difficult to gain a market presence with simple localization of existing CMs, so they turned to Strategy SET for the adaptation. In order to adapt American commercials for the Japan market, it is essential to adapt cultural perspectives in addition to language adaptation. To solve this problem, STRATEGY SET hired director Chris Rudz. We shot 6 locations, 11 talents, and 1 dog (who was a very nice boy) in 2 days. With the support of a bilingual screenwriter, the commercial was completed with a unique perspective of Japan that retains the spirit of the original commercial Japan while retaining the spirit of the original commercial.
