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.
