Known for the original folding device, Motorola is back to re-stake its claim in the foldable flip phone space with the new morotorla razr+ 2023, rolling out a campaign by the creative studio Los York that is spearheaded by “Saltare in Giro,” a choreographed dance film featuring the iconic House of Pain track “Jump Around” in Italian. The campaign, #flipthescript, introduces an entirely new razr with a sleek ultra-modern design in the Pantone® Color of the Year 2023, Viva Magenta, and a large external display that opens up new possibilities for users to interact, capture and create. In addition, the signature folding form-factor allows the device to function as its own hands-free tripod, giving even more freedom to creators.
Set afterhours in an international airport, this :60 live action film features a wildly creative airport employee with a penchant for fashion reimagining a collection of lost luggage. The dance number meets content creation meets fashion show film puts the razr’s hands-free video and photo capture ability on display. The spot is set to the “Jump Around” tune, re-recorded and translated into Italian as “Saltare In Giro.”
“This is the most ambitious campaign in our five-year long relationship with Motorola,” said Los York executive creative director Scott Hidinger. “We started developing this launch in November of last year with continual creative development and production taking place for six months, employing a global team of artists and creatives from the United States, Brazil, Uruguay, London, Munich, Austria, Switzerland, and Hungary. This campaign has been an amazing creative journey and partnership between us and Motorola, the high-point of a multiyear collaboration that began with the introduction of the Z3 in 2018.”
The Los York creative team partnered with London Alley director Courtney Phillips, whose kinetic approach to filmmaking made him an ideal choice for this campaign. Phillips and London Alley helped assemble a cast of talents for the project. Celebrity choreographer (and “So You Think You Can Dance” contestant) Noelle Marsh developed the dance sequences for the film. The protagonist is Italian-born Adriano Bettinelli whose modern, fluid dance style and vivid personality made him a strong anchor for the film. Styling was the vision of Anne Marie Hoang, whose recent projects include work for Rihanna’s Super Bowl halftime show. Hungarian-born cinematographer Marcell Rév (Euphoria, The Idol) helped to bring the film to life.
Credits
Client Lenovo, Motorola Agency Los York Seth Epstein, chief creative officer; Scott Hidinger, executive creative director; Katy Ortega, creative director; Julia Torchine, executive producer; Jeremy Arth, sr. producer; Alex Vollman, assistant editor. Production Company London Alley Courtney Phillips, director; Matthew Kauth, Sandy Haddad, Luga Podesta, Brandon Bonfiglio, Andrew Lerios, exec producers; Robert Smyth, producer; Marcell Rev, DP; Noelle Marsh, choreographer; Ann-Marie Hoang, wardrobe stylist. Editorial Work Editorial Biff Butler, editor; David Soto, assistant editor; Gabrielle Page, head of production; Remy Foxx, exec producer. VFX ETHOS James Drew, exec producer; Natasha Sattler, head of production; Rebecca Weinstein, producer; Jamal Forney, online artist; Ryan Zum Mallen, VFX supervisor; Houmam Abdallah, colorist. Music Song: “Jump Around”; House of Pain, artist; remade and produced by Future Project. Music Supervision Little Ears; Maxwell Gosling, music supervisor; Blaire Brinster, associate music supervisor. Audio Mix Mike Regan
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More