Client: Verizon Wireless
Agency: mcgarrybowen
Role: Associate Creative Director

Originally, Verizon’s Motorola DROID brand appealed to sci-fi lovers. But several years later, we learned that the audience had changed to people looking for a phone they could rely on, even after a drop or two. The brand needed a reboot. So, we focused on four key pillars: strength, endurance, intelligence, and detail. Using a Hasslebad lens, unique lighting, and hushed voices, we seeded the campaign with :15 films that never actually showed the Motorola device. From there, we launched with :30 spots from acclaimed director Doug Liman, which weaved the phone’s features into the storyline of each installment. We created a longform film that extended the story into social, asking users to participate by sharing their #DROIDTHEORY.