Motorola elevates premium
The new Motorola Edge device was concepted from the ground up with every detail being considered. It was a global campaign that launched in 60+ markets.
Problem
Buyers are increasingly splintering away from Apple and Samsung as innovation becomes stagnant. Motorola needs to find a way to cut through the noise and get their latest premium device in front of new potential customers and enage their current customer base at the same time.
Strategy
We found amongst our target demographic of status seekers that art was becoming in vogue with younger generations as the NFT era introduced new people to how the art world works. So, we concepted a go to market strategy for the latest Edge device that would align to this new strategy.
Solution
We positioned the latest Edge devices as the world’s first smART Phone. A device built from the ground up with intention in mind. Each component of this phone was artfully created wtih the end user’s experience as the main focus, even down to the material finishes.
Hello smARTphone
Make it Art
Make it stand out.
It all begins with an idea. The way you tell your story online can make all the difference. For portraying audio and visual we brought in a new way of thinking about how to visualize it in the artphone world.
Thinking at scale
Designing components that scale across multiple products in the same family launch.
Project Credits
During my time at Motorola as a contractor, I oversaw Web, CRM, Social creative & art direction as core deliverables for this campaign. However, with my experience and background, I was heavily involved in the art direction and creative direction across many designers and our Agency of Record, Los York for the overall phone launch and was on set for our campaign shoots in Spain & Brazil.
Key Agency Partners:
Los York
Motorola Team:
Global Design
Alex Terry
Ritwik Nandi Mazumder
Vitoria Araujo Marreiro
Dan Strobel
Bidisha Roy
CXD
Ricardo Meneses
Adilson Nascimento
Doreen Hsu
Mirian Tiemi Kamioka
Integrated Marketing
Ana Carolina Costa Fruet Passos
Lizzandra Herrerias
Bianca Naomi Yamada Grimoni
Product/Software
Thomas Milner
Chase Weigt
Angelina Gomez
PR
Mary Kelly