Motorola set out to redefine durability and exploration, bringing technology to the world’s edge with an Arctic expedition

This campaign redefined smartphone resilience, proving Motorola’s dedication to empowering those who dare to venture beyond the ordinary.

Problem

Motorola wanted to push the boundaries of what a smartphone could endure, capturing both the durability and advanced photography capabilities of their devices. With new innovations in materials and design, they aimed to reach beyond standard testing environments, showcasing their latest devices—the motorola razr+ and edge 50 ultra—against the ultimate test: the extreme and icy landscapes of the North Pole. The challenge? Show the world that Motorola’s devices don’t just survive extreme conditions—they excel in them.

Strategy

Knowing today’s users need phones as adventurous as they are, Motorola partnered with Corning and embarked on an Arctic expedition led by Po Ki Yuen, a seasoned engineer and photographer. With the frozen landscape as their stage, the campaign showcased Motorola’s resilience and photography in captivating visuals, behind-the-scenes shots, and documentary storytelling, proving their phones thrive even in the harshest climates.

Solution

The campaign’s month-long social media series chronicled Po Ki’s Arctic journey, highlighting the phones’ endurance, advanced camera capabilities, and sleek design in extreme conditions. Showcasing both the beauty and harshness of the Arctic, Motorola inspired audiences to explore new horizons with a device built to brave any adventure.

The North Pole

Motorola, in collaboration with Corning, embarked on a groundbreaking campaign, taking their latest smartphones—the motorola razr+ and edge 50 ultra—on a journey to the North Pole. This campaign fused technology, adventure, and storytelling to showcase the rugged durability and advanced photography of Motorola devices in one of Earth’s harshest environments.

Social cutdowns

The videos spotlight the device’s standout features, focusing on key selling points like photography, durability, and sleek design. Each cutdown strategically weaves these elements together, capturing the phone’s unique strengths in compact, engaging visuals tailored for social audiences.