It’s not everyday a company is tasked to help relaunch a product that once defined a generation. In partnership with Motorola, hybrid crea...
It’s not everyday a company is tasked to help relaunch a product that once defined a generation. In partnership with Motorola, hybrid creative shop Los York took that challenge head-on and is helping redefine the iconic Razr phone, which launched Wednesday November 13.
Drawing upon the technological marvel, fashion and status symbol that was the original Razr flip-phone, Los York created the new smartphone campaign to tap into the Razr’s original DNA and launch it for today’s consumer. The Razr is a foldable, first-of-its-kind smartphone that collapses to fit comfortably inside any pocket.
Los York developed the 360 campaign delivering films, social, digital, tv, print, billboards, in store and on device (wallpapers, ringtones, start up screens). The agency also provided crucial creative insights for Motorola. Los York treated the Razr as a luxury item and piece of art, letting the device reveal itself without encumbering taglines and copy. The campaign showcases the Razr as a futuristic, high-end fashion accessory that speaks to new industry conversations, such as advancing tech along a utopian or dystopian future. This is highlighted by the elevated aesthetics within the campaign, including ethereal qualities heightened by a mix of sumptuous live action and CG.