Home Campaigns New Fitbit Launched with the Most Heart-racing Unboxing Video Ever

    New Fitbit Launched with the Most Heart-racing Unboxing Video Ever

    To celebrate the launch of the Fitbit Ionic, built with their most accurate heart-rate monitor ever, Dublin-based advertising agency Boys & Girls have created the most heart-racing unboxing video ever.

    “As soon as we got the brief for the FitBit Ionic, it set our pulses racing,” stated ECD Rory Hamilton. “It’s an unbelievably exciting product, and we were delighted with the opportunity to work with the King of Unboxing – SuperSaf”.

    ‘Ultimate Unboxing’ was shot in Barcelona, and stars unboxing expert & YouTube superstar SuperSaf. The online film shows SuperSaf put the Ionic’s heart-rate monitor to the ultimate test, by reviewing the smartwatch as he skydives from 14,000 feet.

    SuperSaf starts his unboxing of the Fitbit Ionic on-board a Beechcraft 99, before leaping from the aircraft and continuing his review as he free-falls through the clouds. The film concludes with SuperSaf literally testing out the Ionic’s water-resistance features by crash landing in the middle of the Balearic Sea.

    “I’ve unboxed a lot of products,” stated SuperSaf. “But this was definitely the most heart-racing unboxing I’ve ever done.” 

    The film will be shown on SuperSafs YouTube channel and Fitbit’s owned social media channels; Facebook, Twitter and Instagram. The film will also be translated and released by Fitbit in Germany, Italy, Spain and France.


    Client:  Fitbit Europe / Briain Curtin & Amy Lyons
    Agency: Boys & Girls
    ECD: Rory Hamilton
    Creative Director: Laurence O’Byrne & Shane Casey
    Art Director: Katie Kidd
    Copywriter: Eoin Conlon
    Agency Producer: Sarah Chadwick
    Account Director: Pat Stephenson & Caroline Keogh
    Account Manager: Alicia Coyle
    Digital Strategist: Aoife Murphy
    Director: Zachary Guerra
    Production: Pull The Trigger / Max Brady
    DOP: Ricard Canyelles
    Sound Design: RayGun / Dean Jones
    Edit: Screen Scene / Phil Jackson
    Post Production: Screen Scene / Gavin Casey
    Talent: Safwan Ahmedmia

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