Moto razr launch nails

Reintroducing an Icon

Flipping the Smartphone Industry on its Head

Hello Moto

Moto frozen past razr

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.

  • Razr tiny purse
    Lifestyle-First Storytelling

    Led with fashion-forward narrative over product specs.

  • Moto razr space
    Culture Worthy

    Tapped Rihanna’s renowned creative director Willo Perron to design a VIP launch event.

  • Motorola razr diplo launch event
    Targeted Hype

    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.

  • Razr motorola pedastal
    Consumer Minded

    Focused on consumer media over tech, targeting key fashion, culture and entertainment outlets.

Motorola razr launch event diplo
Diplo grid post slow

Launch headliner Diplo,
flipping for the razr.

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Razr Moodboard

After the launch we continued to connect razr to fashion, unveiling the blush gold edition on the runway at The Blonds' NYFW show.

Blush gold
Blond fashion show

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