DAN KROEGER

Apple Fitness Plus had been in the market for about a year, but it didn’t yet have a soul. It had been a series of product messaging without a brand statement that told the world what they stood for. Pierre and I came up with this script, and then spent 19 days in Kiev, Ukraine to bring it to life. This was about a year before the war, and what we found there was a modern city filled with young inspired creative people, great little restaurants and an energy that did not deserve what came its way.