Agency: TBD
Client: Nokia
Date: Mar 2018
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Nokia and San Francisco-based agency TBD revealed an ad for the Steel HR hybrid smartwatch. It is part of Nokia's integrated campaign 'Know Yourself.'

The Steel HR is an activity tracker and heart rate monitor combined with smartwatch functionality, all while exhibiting the elegant look of a tradition timepiece. It can recognize more than 10 activities, including walking, running, swimming, and sleeping, and enables notifications from incoming text messages and phone calls. The campaign highlights the dynamic interaction between device and people, reinforcing Nokia’s main objective to help connect users to their health through personal and meaningful insights.

The campaign’s black and white 30-second spot depicts five diverse individuals performing a variety of everyday activities as the voiceover echoes a ticking clock, reminding us that when we open our eyes in the morning, splash water on our face or go for a run, the Steel HR can monitor our constant movements to provide ongoing, valuable awareness of our health. The watch’s various tracking features, such as heart rate, calories burned, and sleep cycles, are complemented by the feeling of being up close and personal with each action through each step of the day.


Client - Nokia Health:

Rob Le Bras-Brown, Global Head of Nokia digital health

Gemini Babla, Global Head of Marketing

Gunther Lie, Head of Brand and Creative

Vicki McRae, Head of Marketing North America

Lucie Broto, Head of Marketing EMEA

Brent Hall, Head of Digital

Morgane Descat, Product Manager

Mike Scott, Social Media Specialist

Emily Ostendorf, Senior Project Manager

Ashish Gupta, Head of Marketing Sourcing

Agency - TBD:

Rafael Rizuto, Chief Creative Officer

Virginia Wang, Chief Strategy Officer

Jordan Warren, Chief Executive Officer

Mark Krajan, Creative Director

Steve Mapp, Creative Director

Roz Romney, Creative Director

Matt Ashworth, Creative Director

Miranda Maney, Copywriter

Chris Masse, Art Director

Courtney Schnitzer, Account Director

Ben Latimer, Executive Producer

Gina Squara, Digital, Growth & Marketing Strategy

Jeff Burger, Digital Strategy & Analytics

JJ Gaines, Business Affairs

Production Company - Furlined:

Stuart Parr, Director

Diane McArter, President

David Thorne, Sr. Executive Producer

Jay Wakefield, Executive Producer

Ail Goldstone, Head of Production

Andrew Graham, Producer

Max Goldman, DP

Free Society:

Tony Dimarco, Executive Producer

Andy McLoed, Executive Producer

Blake Edwards, Production Manager

Kelsey Larkin, Production Coordinator

Marc Guspie, Assistant Director

Editorial - Beast:

Connor McDonald, Editor

Brandy Troxler, Additional Editing

Darren Orr, Finishing

Paul Coutu, Finishing Assistant

Jeff Bielat, Producer

Jon Ettinger, EP

Allied Motion Graphics:

Joe Macken, Motion Graphics

Andrew Bogenhagen, Motion Graphics

Gordon Wittmann, Producer

Photography - Bryce Duffy Photography:

Bryce Duffy, Photographer

Kevin Vu, Photographer Assistant

Digital Production - Giant Propeller:

Mike Bodkin, Executive Producer

Jordan Freda, Executive Producer

Lindsey Arnold, Producer

Yulia Shcherbinina, Project Coordinator

Tim Baldini, Creative Director

Sergio Cardenas, Art Director

Andres Barajas, Graphic Designer

Craig Aberman, Graphic Designer

Brian Hoffmann, Graphic Designer

Christina Smith, Graphic Designer

Conner Che, Graphic Designer

Mark Sudell, Graphic Designer

Ray Dougela, Photo Retouch

Boris Zhitomirsky, HTML5 Developer

Skender Beck, HTML5 Developer

Marco Mannoe, Copywriter

Audio Production - One Union:

Eben Carr, Mixer

Lauren Mask, EP

Ruby Biloskirka-Conley, EP


Composer: Sergey Wednesday

Remix: Paul Bessenbacher

Producer: Paul Schultz

Transcreation - Craft:

Toby Luther, Managing Director Craft Health

Sun Eo, Senior Project Manager

Vanessa Mokrab, Client Manager

Media Agency - Mediasmith:

John Cate, President & COO

Greg Pomaro, SVP Media Director

Marcus Pratt, VP Insights & Technology

Abraham Alegria, Associate Media Director

Cody Hazen, Media Supervisor