This November has been a busy one—still acclimating to living in the SF Bay Area, working behind-the-scenes toward launching a couple of new ventures, and trying to keep up with my freelance practice at the same time. I've had a variety of projects going on, and one of the more enjoyable has been this campaign for Amazfit, a fitness tracker that's stylish and minimal, comes in a number of sleek styles, and has a nice digital interface to boot.
As part of a social campaign for Amazfit, I've art directed, style and photographed a fashion-oriented series of images and GIFs, picking out a palette that fits their modern aesthetic. In keeping with the general brand feel, I chose a handful of pastel colors, and accented them with a crimson and aubergine that bring a punchy splash of vibrance to the otherwise airy look. I also created by hand a brush-lettered pattern, exploring type-as-texture. The second textural pattern I created, also by hand, I call (in my sophisticated terminology) "squiggles."
I'm posting a review of the product here as well, as part of the campaign! It comes in a variety of styles, more masculine and feminine, and can be dressed up or down easily. It's minimalistic and slots right into everyday outfits as a nice accessory. The one I'm wearing in these photos is the Sport version, in black. In the photos I art directed, you'll see the Moonbeam, in white—it also comes in black for those who prefer a darker aesthetic. You can connected it to your computer and set goals for the number of steps, and it'll track your motion. As an added bonus, it tracks your sleep! What's more, it lasts for 10 days on a single charge. Quite a nice piece of hardware to keep around, and it's incredibly comfortable and easy to use as well. Not to mention, it makes for some stellar product photos, as I've discovered while working on the visuals for this campaign.