Just as the world was shutting down for COVID-19 protocols and transitioning to a remote workforce, I was hired at Havas CX to take over the initial concept pitch for what would become Fitbit’s most successful campaign ever—the 2020 Back To School sale. The concept utilized custom doodled illustration assets angled for younger audiences to drive sales of their age-appropriate Ace 3, Charge 4, and Versa devices. Over 30 unique illustration assets were created for a wide variety of device features and featured Dreamworks Minions® bands.

The campaign proved to be so successful that Fitbit coopted the campaign playbook for the 2021 BTS sale, which included new devices, illustrations, and lightweight animations. KPI’s were analyzed and enhanced with additional A/B testing for the first batch of emails in the series.