With the popularity of the Nike Fuelband and the incoming rise of Fit Bit, Bowflex wanted to provide a very low-cost solution to our consumer base to track the daily essentials: movement, calories, activity, and sleep.

Like many creative challenges during my time at Bowflex, the Boost Band presented a great idea in theory, but one that didn’t quite sell itself. The band didn’t have much to it other than a single led light and the app was pretty beta. This one needed us to bring it to life. A lot to life. I reached out to my good friends at Space Cadet, gurus in motion graphics and we put our heads together. We found a handful of references we loved and decided to dream big. The idea? Show a person interacting with their Boost Band from sun up to sun down and show how the feedback provided from the band allows that person to make dynamic choices of how they want to go about their day; from dog walking to ice cream eating to surfing to sleep. This one had it all. Rumor is the folks in the Nike Fuelband department even sat around watching our spot and took a few notes.