Motorola: The Razr has Arrived

It's not everyday a company is tasked to help relaunch a product that once defined a generation. In partnership with Motorola, hybrid creative shop Los York took that challenge head-on and is helping redefine the iconic Razr phone, which launched last week. Drawing upon the technological marvel, fashion and status symbol that was the original Razr flip-phone, Los York created the new smartphone campaign to tap into the Razr's original DNA and launch it for today's consumer. The Razr is a foldable, first-of-its-kind smartphone that collapses to fit comfortably inside any pocket. Los York developed the 360 campaign delivering the broadcast launch spot, as well as content for social, digital, tv, print, billboards, in store and on device (wallpapers, ringtones, start up screens). The agency also provided crucial creative insights for Motorola. Los York treated the Razr as a luxury item and piece of art, letting the device reveal itself without encumbering taglines and copy.