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.
Like the first Moto X, the second generation device featured a very customizable platform. Because of this Motorola decided to feature 4 options to their audience. We decided to carry our in-situation approach and build 4 personas (above) for each option to show the devices diversity.
Not only were we involved with the visual style but we were in charge of the art direction to these photographs. Being involved with the entire visual process since the first Moto G release in 2014, I was able to take charge of art direction for most of the releases such as the Moto X (2nd Gen), Moto G (1st to 3rd Gen), Moto E (1st to 3rd Gen) and the Moto 360 (2nd Gen).