Upright is a posture-training wearable that uses sensors to coach the user's body in real time. We produced the launch campaign: a series of short vertical spots for social and performance channels, each carrying a single line. Stop slouching. There is hope. Short enough to land in a feed, consistent enough to read as one brand.

The visual system did the explaining. Motion graphics showed what the product does, a row of dots straightening along the spine, a target locking into place, so the spots worked without a voiceover and in any market. Around that, a studio set and real people at desks and on couches, in the small daily moments the product exists for.

The hero film was shot with a robotic-arm camera. The product is precise, engineered, and repeatable, and the shoot had to share those properties. The camera moved around the device in choreographed sequences that a handheld take couldn't have matched, and the result sits closer to industrial photography than to consumer lifestyle.