Reintroducing an Icon
How do you reintroduce one of the most iconic and fashionable pieces of modern consumer technology? Originally launched in 2004, the Motorola razr quickly became one of the most lauded pieces of tech in its day, equally celebrated for its form and its function.
Fast forward to 2019 and the razr has been reimagined. The same classic flip, reinvented to exceed modern expectations. Our job? Help the razr regain its place in culture.
Smartphone, but make it fashion
We unveiled the new razr for the first time in Los Angeles in front of a consumer media and influencer audience by hosting a design-led event that featured a reveal moment similar to a fashion show and not a tech demo.
Led with fashion-forward narrative over product specs.
Tapped Rihanna’s renowned creative director Willo Perron to design a VIP launch event.
Carefully selected a mix of macro and micro influencers who amplified awareness of the newly-designed razr included Diplo, Sita Abellán, Delilah Belle, Pia Baroncini and Cully Smoller.
Focused on consumer media over tech, targeting key fashion, culture and entertainment outlets.
Launch headliner Diplo,
flipping for the razr.
After the launch we continued to connect razr to fashion, unveiling the blush gold edition on the runway at The Blonds' NYFW show.
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