Scribbles on Paper and Pixels on the Screen

Another disgustingly quick and dirty speculative advert today. This time I’m taking a shot at something for Fitbit. If you’ve no idea who they are and what they do, congratulations on avoiding addiction.

I’ve had to witness firsthand how family and friends have fallen for the siren song of these devilish little devices. Constantly checking stats and leaderboards in an attempt to… urgh… get healthier.

Can you imagine anything worse?

I love this ugly process of throwing scribbles on paper and making pixels appear on the screen. Sadly, this might just be the best part of my day. Designing shit like this with reckless abandon is therapeutic, it’s cathartic, it’s just plain fun.

“Where people aren’t having any fun, they seldom produce good work.”

– David Ogilvy

If you haven’t already noticed, I have awful handwriting. I could pass for a doctor or a police officer with scribbles like this.

I knew straight from the start the type of image I wanted for this. I’ve got a soft spot for repeating phrases and mantra-like copy. It’s all very cliche stuff, but I’m going to dive into that shortly.

Purple seemed like a good choice for the main colour in this ad. I’ve seen a lot of people opting for the purple wristband when they purchase, so it’s a colour I associate with the brand.

I went with bold, blocky letters. Lots of text. Some people hate having this much copy on one page – I love it.

Give me all the words.

Tried out a few different placements and colours with this one.

Which one do you think looks better out of the four?

Personally, I like the first purple one and the green one. With the first image, the placement of the product and logo cover enough of the text to negate some of its cliche-ness. I like how the stronger keywords stand out.

Escape. Run. Embrace. Change.

The placement of the product and logo on the green one caught my eye, too. It’s not as ‘in your face.’ Of course, this means the stereotypical words of positivity take all the attention.

When I first wrote down the copy for this, I realised I was just going to have to go with my first attempt. If I’d taken time to refine and really nail the tone, I’d have wasted half my day or more.

These are meant to be quick and dirty.

Overall, I’m happy with how these turned out. They’re not original, but they do successfully ape the tone of these types of adverts – that’s kind of what I was going for.

I may revisit in the future and try and come up with something that breaks the mould. For a few minutes of hastily faffing about, however, I’m pleased with the end result.