Mobile phone marketer and Lenovo subsidiary Motorola has launched a new global campaign, #flipthescript, that introduces its new foldable “razr.”
The work is from creative shop Los York and is anchored by a dance film, “Saltare In Giro,” that features a rendition of House Of Pain’s “Jump Around” in Italian.
Set after hours in an international airport, the film features a creative airport employee with a penchant for fashion reimagining a collection of lost luggage. The dance number puts the razr’s hands-free video and photo capture ability on display.
In addition to the 60-second dance film, the campaign includes video product ads of Motorola’s razr and razr+, social spots, photography and poster art.
“This is the most ambitious campaign in our five-year long relationship with Motorola,” said Los York Executive Creative Director Scott Hidinger. “We started developing this launch in November of last year with continual creative development and production taking place for six months.
The effort was a collaboration of a global team of artists and creatives from the United States, Brazil, Uruguay, London, Munich, Austria, Switzerland, and Hungary,” said Hidinger.
The agency and Motorola began working together five years later on a campaign that launched the client’s Z3 phone.
“The #flipthescript campaign is for those who want to create their own story, adding different angles and pushing others to discover them,” said Renata Altenfelder, Global Executive Director of Motorola. “The creative concept reflects the way our consumers think and perfectly translates the razr spirit of challenging the status quo and making people reconsider the way they think about smartphones and content creation.”
The agency enlisted London Alley director Courtney Phillips to work on the campaign. Phillips and London Alley helped assemble the cast for the project. Choreographer (and “So You Think You Can Dance” contestant) Noelle Marsh developed the dance sequences for the film.
