By encouraging people to find ways to be active in the spare moments of their day and share their favorite moves, the campaign created a friendly and judgment-free space for people to celebrate one another. Using a vibrant color palette and hand-drawn illustrations, the brand exudes energy, movement, and most importantly, everyday fun.
Animations were used to bring the concept together, incorporating movement into the design itself. User generated GIFs were interspersed with positive messages, challenges, and playful illustrations to keep the site lighthearted, encouraging, and sharable.
The website was all about making it easy for anyone to participate, so we made creating a GIF super simple for first-timers, too. Users can take photos sequentially, or upload any series of four photos to show off and share their fitness moves.
From frisbee, “dalking” (that’s dance walking) to yoga, each week presented a new “move” selected by a fitness app that runs on the Android Wear platform. These weekly challenges were created to inspire people to have fun and stay engaged week after week.