DROID RAZR
It was the thinnest phone on the market, armed to teeth with features and wrapped in kevlar. It seemed suited for spycraft. So that became the strategy. We put Droid fans in the middle of a unique spy-driven narrative, as an operative retrieves a powerful device from some bad guys. The mission played out over TV, Radio, Print, OOH, and social.
A week before launch, we announced something powerful, fast anD sharp was coming.
Directed by Noam Murro, Biscuit.
Creativity Editors Pick
WE HIDE A CODE in a single frame of the teaser spot. Our audience picked up on it in hours.
Five encrypted messages regarding our operative’s mission status, device specs, AND THE RAZR’S coordinates, which he tracks in the launch spot.
LAUNCH FILM
Directed by Noam Murro, Biscuit.
AICP Shortlist
Creativity Editors Pick
DEMO filmS continued the device story focusing on late adopters that ARE more pragmatic.
Directed by Noam Murro, Biscuit.
Blade Cage
We needed a way to show off RAZR’s sharp profile and toughness, while being able to talk about a load of other features and keep the audience engaged across six demo films.
So we created a literal device — a bladed gimbal with four bladed arms. Capable of manipulating and maneuvering RAZR in every conceivable way. The only place it didn’t make an appearance was radio.
razr Start up animation
PACKAGING
Social
OOH
