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BTL Key Visuals & Messaging

Motorola came to us seeking for help with their "Below the Line" advertising campaign for the first generation Moto X. What they wanted was to highlight the device(s) and their features through visuals, graphics, messaging and photography.

After the success of the Moto X launch, Motorola wanted their next release, the Moto G, to have the same impact but for a different market. Motorola wanted to convey through their key visuals that they were approachable, fun and relatable to their audience by creating a more lifestyle oriented approach compared to their competitors who were more edgy, cold and masculine.


This approach led us to look through the lens of a documentary/in-situation photographic style that would bring props near the device to set context for the device and help convey what this person might do in their everyday life.