Spots feature Motorola’s Moto X and Moto G in fun situations
Little Red Robot’s New York office has shipped 4 new spots for Motorola created via DigitasLBi North America. In June, LLR – a micro agency + production company headquartered in San Francisco – expanded its operations, opening a full-service outpost in New York, with industry veteran Lee Scharfstein as NY EP/Director of Production. DigitasLBi North America Head of Production Heather Mahoney met with the LRR team, which presented the full range of its capabilities and the directing portfolio of LRR’s “El Capitan,” Founder/CD Seth Shukovsky. “We wanted Heather to get a sense of our knack for collaborating with agencies to help tailor creative that’s both high-end and on budget,” said Scharfstein. He added that Little Red Robot won the assignment, in part, “because we demonstrated how seamless it would be to work with us from concept through editorial/post.” The four Motorola :15’s are currently running across social media (Instagram and Facebook), and as YouTube pre-roll ads, with broadcast exposure possible for Mexico and Brazil.
As directed by Shukovsky, each spot uses distinct touches to convey the story, from splashes of color or a perfectly timed gesture, to artfully edited time lapse cinematography or a look of horror captured perfectly in slow mo. Taken together, these demonstrate the stylistic and practical benefits of the Moto X and Moto G models. “LRR worked hand in hand with team at the agency to figure out how far we could take the creative, given the budget and timeline,” Shukovsky said. “We were invited to participate in the creative pitch to Motorola, then jumped into battle together working collaboratively throughout production and post.”
“Matching My Mood” depicts a guy and girl meeting at a traffic stop, noticing that they’ve each chosen the same yellow theme for their clothes and Moto G cases. “We had to find wardrobe that would match the exact Motorola manufacturing colors and after exhausting shopping options we actually had our wardrobe department achieve the looks by brute force,” Shukovsky mused. "They actually had to dye her jean jacket and spray-paint her shoes to match the correct hues." In addition to its eye-catching color scheme, the spot relies heavily on the actors to communicate the playful side of life.
The couple next meets in a “Coffee Shop” on a first date. There’s anticipation and pensiveness in the eyes of our female lead, but not to worry: the couple has great chemistry, and again their shared taste in phones is apparent. Featured in this spot is the Moto X Play, which has more storage space and a faster processor than its sister model, Moto G.
Our couple spends “The Weekend In”, and over the course of 20 different setups, our guy’s Moto X Play remains in focus, unplugged, on a table in the forefront of the action. The couple’s weekend activities play out in the background. When he finally does grab his phone to go out on Sunday morning, it still has a full charge, which speaks to the highly rated battery life of the Moto X Play.
We’ve all made “The OH Face” with regard to smartphone mishaps. This spot is all about that “Oh s@#*!” moment. In addition to casting the leads from the previous three spots, LRR assembled an appealing cast from their own network of characters. “This spot was so much fun”, Shukovsky said, “and a clever way of letting consumers know that the Moto G is designed to withstand submersion in up to 3 feet of water for up to 30 minutes!”
"It was a very aggressive and energetic timeline,” said Shukovsky of the post process. “We shot Tuesday and Wednesday. By the time we went into the edit suite at LRR on Thursday, our editor already had rough cuts from the first day; by end of day, all four spots were in rough cut form for the client. Additionally, we had the resources at Little Red Robot to serve the story by providing complex roto and paint and compositing on dozens of shots in just a couple days.”
About Little Red Robot
What do we offer? High-end results on paradoxical budgets. Agencies and brands want to mitigate risk, but they demand a greater value for a smaller spend and are awarding work on a per-project basis. With full-service outposts in San Francisco and New York, we direct commercials and web films for agencies and brands alike. We brand and do amazing design for anyone who asks for it. We get tapped to create micro-sites and landing pages and apps – and guess what, we have some of best coders working for us to do this. But we always work project-based, like an atelier, everything is custom made to order. We curate and create with these amazingly talented people. Our company has been awarded Cannes Lions, The One Show Gold Pencil, Webbys, FWAs, AIGA's recognition and inclusion in the National Design Archive at the Denver Art Museum. Clients include brands and agencies such as Activision, Audi, BBDO, Coca-Cola, Dentsu, Electronic Arts, Google, Havas, mcgarrybowen, Monster, Ogilvy, PayPal, Seagate, Sony, StrawberryFrog, Ubisoft, and more. http://littleredrobot.com/
Video Credits
Client: Motorola
Spot Titles: “Matching My Mood”, “Coffee Shop”, “Weekend In”, “The OH Face”
Agency: DigitasLBi North America
Head of Production: Heather Mahoney
Agency Producer: Sarah Holme
Creative Director: Mark Czupryna
Senior Copywriter: Karen Kelley
Production: Little Red Robot NY
EP, Head of Content: Lee Scharfstein
Senior Producer: Joseph Segrove
Director: Seth Shukovsky
Director of Photography: Ruben O’Malley
Line Producer: Molly Salz
Hair and Makeup: Janice Shukovsky
Wardrobe Stylist: Dexter Simmons
Editorial: Little Red Robot
Editor: Justin Carlson
Color Correction: Carey Burens (Spy Post)
Music: “Matching My Mood” - “This Is Fun” by Brightside Studio
“Coffee Shop” - “Bright Days” by Gentle Fire Studio
“Weekend In” - “All I Need” by Gyom
“The OH Face” - “Body Rock” by Gyom
Litle Red Robot
NY - Lee Scharfstein: 917 873 0522
SF - Joseph Segrove: 415 377 7599
Contact LRR via email
Media Inquiries:
Hesh Rephun
Contact Hesh via email
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