Introducing the ultra-modern, ultra-pocketable motorola razr+, which bends over backwards to do things never before possible. I assisted in developing assets across Motorola’s web, social, CRM, media, retail, YouTube, and partnership channels.
Through this campaign, I created display media and animations that were used as part of a razr-themed Cirque Du Soleil performance. I managed production of 3D assets and assisted in creating demo-mode videos to display on every phone in retail displays across the US. I also created assets to support the Pantone 2023 Color of the Year edition razr in viva magenta for T-Mobile.
I designed a full Amazon media kit that included Fire TV homepage banners, Fire Tablet screens and screensavers, display banners, Amazon.com homepage takeover, as well as razr-themed homepage takeovers for the San Diego Padres and New York Yankees.
Project
razr+ 2023
Client
Motorola North America
What I Did
HTML5 rich media display, 3D animation, lighting, rendering, video editing social media content creation.
FLIP THE SCRIPT
Product Hero Sizzle
Lifestyle Hero Sizzle
Full sizzles produced by Los York. Included here only to demonstrate story and tone of the campaign.
Animation
For the new razr+, I was tasked with creating animations to showcase the three different CMFs (color, material, finish) of the device to be used in promotional media, demo mode videos, social media, and partnership assets like the “razr replay” jumbotron animations for the SD Padres and NY Yankees. I explored two different motions for showcasing the devices. We ultimately agreed to use exploration 2 as it has a more unified and symmetrical motion that feels more pleasing to the eye.
Exploration 1
Exploration 2
Lighting/Rendering
Once animation was completed I began working closely with the product design team to create materials and lighting that best showcased the colors and finish of the devices. The three colors shown here are Viva Magenta, Phantom Black, and Saltwater.
Renders were created in Cinema 4D using Redshift. I then exported to After Effects for compositing where background and motion graphics were added. Reflections and post effects were added using Red Giant Universe.
Use Cases
HIGH-IMPACT CREATIVE MEDIA
Display Media
The new motorola razr+ is also scheduled to run $19M in marketing creatives, much of which include the 15 different variations of HTML5 display banners in 5 different sizes I created for this campaign. I was the sole creator of all display media for razr+ in the US and CAN. This included editing video and creating motion graphics to highlight main device KSP’s for each concept, exporting all assets, and coding/exporting the creatives from Google Web Designer to DV360 for our media team to traffic.
Condé Nast is one of the world’s most renowned media companies creating and distributing every type of media today — print, video and film, digital, audio and social. I supported creating high-impact crown media units to be displayed across websites for Vogue, GQ, Vanity Fair, Glamour, and WIRED.
For this year’s razr, we decided to test media spend on Amazon’s marketing platform. This included creating homepage takeovers for amazon.com, as well as high-impact full screen ads on Fire TV and lock screens for Fire Tablets. I created these placements as well as responsive eCommerce creative and HTML5 display banners to run on Amazon’s platform.