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LOS YORK ® × Motorola
Motorola Razr CG
Overview
For the launch of Motorola’s first Razr Fold, we created a multi-device CG campaign built around precision, materiality and transformation. Developed closely with the Moto product and marketing team, the work turned advanced technology into something visceral. Designed not only to be seen, but felt.
Process
We began with Motorola’s engineering CAD: the files defining the device down to fractions of a millimetre. From there, we rebuilt and optimised every surface for hero-level rendering, preserving the details that give the Razr its character. The fold, the hinge, the materials and the tolerances. At this scale, there is nowhere to hide. Precision was the starting point. With the models established, we developed a cinematic system of light, surface, movement and environment across films and stills. Product features became visual metaphors: battery life, camera performance and durability transformed into moments with weight, energy and emotion. Working iteratively with Moto, we refined each image and gesture until the technology spoke without explanation. The result was one distinctive visual world, flexible enough to carry the entire Razr family. We leaned into creating a captivating ASMR moment through tight macro closeups of parts coming together paired with synchronized sound design to create a fully immersive experience at the event.
Outcome
A complete suite of launch films, stills and precision-built CG assets for the Razr Fold and wider Razr line. Engineered at a micro level and elevated through a singular visual language, the campaign turned product specifications into product desire. Giving Motorola a powerful, adaptable system for every part of the release.
