Motorola Razr: Make It Iconic

Razr’s name was famous, but for a lot of people it was the phone that was cool back in the day. A comeback built on nostalgia would leave it there. Under Motorola’s new masterbrand, Razr’s part was the status symbol, and it had to feel like an icon now.

Nobody waits for the red carpet to be iconic. The more ordinary the place, the louder the presence.

Nine films, each turning an everyday place into a stage. An office walked like a runway. A skater weaving through a traffic jam to make the train. A woman walking a Bengal cat through the city. A full-court shot from a beach chair. A drum solo in an instrument shop. A surprise party the guest ends up running. Then three films with one feature each: a palm gesture that catches the winning pool shot, a dive with the Razr still clipped to the swimsuit, a flat tire changed with Gemini talking the friends through it and the phone standing on the car. Every film ends on the same gesture, the Razr snapping shut: I lived it, I captured it, I’m back in the moment.