For Garmin's vívomove campaign, the challenge was to showcase the hidden smart features of this new product behind an analog watch face. The approach we chose was to highlight the beauty that runs deep inside. I collaborated with a copywriter from ideation to execution on all major components of this 360˚ global campaign.
Pre-production
For the vívomove campaign, we decided to break away from Garmin's usual active lifestyle approach and focus on fashion-forward modeling shots. We worked with photographer Samuel Elkins to capture posed shots of professional models against backdrops that complemented the multiple colors of the product. The photoshoot took place in a studio and within Charleston, SC. I created a pre-production deck with sketches to align everyone on set with framing, talent, product, and location.
Digital
For the vívomove campaign, we utilized a multi-faceted social media strategy that included launch content, paid and organic posts, and ambassador support. This allowed us to showcase the unique features of the product in a variety of engaging ways, from educational content to lifestyle shots featuring our ambassadors.
A custom landing page was developed, featuring an interactive frame that visually connects the product to other printed and digital materials. On hover, each watch is animated, showcasing the movement of the analog hands atop the smart features.
