Every child has an epic imagination with the ability to transform a mundane afternoon into something larger than life. For us it was covering ourselves in cardboard boxes of various sizes and pretending we were RoboCop. Garmin’s Vivofit Jr. 2 is giving kids a way to engage in the same kind of imagination we all used when we were calling ourselves Murphy all those years ago. We worked with Garmin’s internal creative team directing three spots that show just how far a youthful imagination can go when given the right inspiration.
Directing kids (and a super cute dog) is always a fun challenge, but one that’s made easier when all we’re asking them to do is pretend to be Captain America, sparing Kylo Ren, or dancing with Minnie Mouse. In a way, these spots show children doing what comes natural - transforming the ordinary into something fantastic. All kids need is a friend, an idea and some damned fine fitness trackers to become Avengers, Jedi, or Disney Princesses.
It was a pleasure collaborating directly with Garmin’s internal creative team as they flexed their cel animation talents to bring the imaginations of our kids to life. We had a vision for how, and where the animated elements would land in each shot, and were so impressed when we saw how Garmin’s team handled the final product. It was a fantastic collaborative effort, one we look forward to repeating in the future.
Marvel: The Vivofit Jr. 2 empowers the imagination of these boys to become their heroes - Iron Man and Captain America.
Star Wars: An epic battle between the dark and the light. The boy summons his internal Sith, while his sister summons her inner Jedi.
Disney: These two friends have an idea - let’s make a stage for a Minnie-mouse themed dance party.
Every kid has imagined themselves either dueling with a lightsaber, running alongside Iron Man, or dancing with Minnie Mouse. Imagination is universal.