Nike+ FuelBand

The FuelBand was a wearable that tracked your activity and let you compete against friends on Nike+. As lead writer I wrote the majority of the copy on the app and website, and collaborated with an amazing team of technologists, designers and coders to bring this monster to life.

Results: Gold, Silver and 2x Grand Prix at Cannes; Best of Show, 4x Gold and 2x Silver at One Show; 3x Yellow Pencil and 3x Graphite Pencil at D&AD 

Case STudy

Homepage

The experience was fully dynamic, so each day you’d get different messaging according to how active you were.

For each line of copy you see here I wrote hundreds more that were used.

Achievements

You could collect badges to show off as you progressed through the experience and hit your goals.

Mobile App

You could also track your activity on the mobile app, where we created a celebratory character named Fuelie.

Fuelie

If you hit your daily goal a few days in a row, Fuelie would show up and do a dance to help you celebrate. What a silly little guy!