• by Danielle Oster , July 1, 2024

 To promote the launch of its new Razr 50 and Razr 50 Ultra folding smartphones, Motorola is reintroducing itself with a campaign combining the worlds of AI and fashion.

“Styled With Moto” highlights the brand’s partnership with Pantone, and positions the new phones across six color varieties as fashionable accessories as well as innovative tech.

The campaign centers around a video featuring models wearing outfits in each of the six shades, designed with inspiration from the Motorola “batwing” logo.

Each of the outfits was created using “thousands of AI-generated image,” selected for style and materials, and then further transformed to incorporate the MOtorola logo “in the most natural and aesthetic way possible, then upscaled and animated, all using AI tools,” according to a release describing the campaign.

The AI incorporation went beyond what viewers see on screen, as well. The soundtrack for the ad was also created using generative AI,  while incorporating the familiar “Hello Moto” jingle.

The use of AI in the campaign also connects to a feature the brand's positioning as a selling point. Motrola’s new models come equipped with AI, both for its personal assistant feature and image editing, making the ad something of a demonstration of the benefits of having such technology at your fingertips.

The campaign arrives following Apple’s recent announcement about incorporating AI technology, including through a partnership with OpenAI, across its roster of devices and services

According to the brand, the campaign resulted from four months of research from a team working across nine separate AI tools. The brand introduced the campaign at a launch event which included an exhibition featuring 150 portraits of guests dressed in Motorola logo-inspired outfits, as well as on its social channels.

 The social component of “Styled WIth Moto” also includes an influencer marketing campaign which furthers the brand's fashion connections through partnerships with @dressingleloo & @thedwardsad. The creators are sharing a video with their followers matching each of the colors in the Razr 50 palette with complementary outfits.

The tech aspect also relates to the Pantone partnership. Back in April, Motorola announced it would be applying “Pantone Validated” and “Pantone SkinTone” technology programs, allowing users and content creators "to capture and view color and skin tone on their smartphone and know that these shades are authentic and true-to-life,” Motorola head of customer experience Ruben Castano said in a statement at the time. “It’s important for us to instill color confidence and strengthen inclusivity for our users.”