Motorola

Motorola needed a big idea for the follow-up to the largest selling cell phone in history, the RAZR. The problem was, it wasn’t very different than the previous phone. So we had to do that with the advertising. Working with the most creative film director on the planet, Michel Gondry, we created a 60-second film and accompanying website. Unfortunately, the very day that the effort went live, the iPhone was released. Sometimes, a great creative effort can’t stand up to a seismic shift in technology.