Introducing Google Health, a groundbreaking service that utilizes Gemini’s AI capabilities to redefine the concept of health coaching. Integrating Fitbit’s trusted heritage with Gemini AI, Google makes a more supportive and holistic relationship with health available to all. 

To bring this vision to life, R/GA joined forces with Google as its end-to-end creative partner. Together, we defined the brand strategy and positioning, created an adaptive design system, and brought the launch to market through an integrated global campaign featuring Stephen Curry. 

With the discreet, screenless Google Fitbit Air at the center of the work, we shaped a launch narrative that directly addresses consumer data fatigue, shifting focus from hyper-optimization to digital minimalism. Built to feel personal, adaptive, and human at every touchpoint, the work reimagines how individualized health coaching feels—and looks—in everyday life. 

Our positioning work identified how Google could establish themselves as a category leader in the health and wellness space. Current trends are, paradoxically, making us less healthy, and the rise of hyper-optimization has led to data-induced anxiety. But today’s consumers aren’t just focused on physical health; they’re focused on holistic health, shifting towards digital minimalism, where meaning matters more than data. In order to win the trust of consumers, we had to prove that our AI-enabled product puts humans at the center. From this, we defined the positioning for Google Health: Championing you and your best self.

This positioning became the foundation for our brand design. We wanted to represent the idea that your health should adapt to you. Knowing that we were designing for an AI-enabled interface and product made that all the more important. So we broke away from the cold, static layouts that are typical of the category and created a visual and verbal system that feels like a natural extension of daily life. Alive, personal, and nimble enough to keep pace as goals evolve, it intuitively reflects the body’s natural rhythms. Our copy and visuals work together to shift the narrative around health, from a quantified life to a better quality of life.

To introduce Google Health and Google Fitbit Air, the launch of our integrated campaign featured Stephen Curry and his signature band. We positioned the launch as more than a new device or rebranded app; it’s a shift toward a new coaching model that is proactive, personal, and adaptive. Working hand-in-hand, our Creative and Studio teams used Google Veo and Nano Banana to develop comprehensive prototypes for the campaign films, leveraging them to sell through the concept to both client team and Stephen Curry himself. This allowed us to move into production with a shooting blueprint and the confidence that every detail down to timing would work.

The rollout continued with a robust above-the-line campaign where we brought our human-centric philosophy into the real world. Our photography as well as our online and social videos contrast the invasive nature of traditional tracking with the quiet, intuitive confidence of the screenless Google Fitbit Air. By rooting everything in real-life, relatable scenarios, we helped establish trust in an ie enabled health product. As an ecosystem, the work emphasizes how the app and device work proactively in the background to help users develop a healthier relationship with their health.

The response to the work has been incredible to see. Consumers—including many longtime users of competing wearables—have praised Fitbit Air’s lightweight comfort, approachable price point, and AI-powered insights for their intuitive, personal feel.