CATERPILLAR
Walk by most any job site and chances are you'll see a Cat at work. Since 1910, It's these yellow giants that have been hard at work help build the world we live in.
I grew up loving Cats. My son loves Cats. Show me a kid who doesn't yell "Digger" when he sees a Cat on the street and I'll show you a kid that needs glasses.
So when they came to us asking for a new brand platform to help reinvigorate the brand and attract a new customer base overseas, we did more than just say yes. We rolled up our sleeves and got down to work.
"Built for it" was the global platform we launched three months later.
Smartphones are sold based on speeds, feeds, and looks. The innovation is on the inside or the front of the phone. And most is marginal at best. Motorola's Moto Z with Moto Mods used modular snap-on features ("Mods") that attached to the back of the phone, transforming it into a JBL speaker, a Hasselblad camera, a video projector, and more. Mods made the smart phone smarter. To get people hyped about the Moto Z, we used common movie tropes to demonstrate its transformative powers. Using genres and scenes often associated with unfortunate outcomes, we showed how Moto Mods instantly make bad situations better with a SNAP. Even a zombie apocalypse.
EVERYTHING'S BETTER IN A SNAP.
EVEN A PRODUCT DEMO.
A MOVIE STAR IS BORN ON THE LITTLE BIG SCREEN.
To promote the films — and to sell some phones — we created social tiles to look like movie posters. Then we broke out the popcorn and Jujubes and waited for the show to begin.
THE MOTO MOD MOVIE.
MADE IN A MENTAL INSTITUTION.
The location for "Zombie" was an abandoned insane asylum that was apparently haunted by the souls of patients who were once tortured and killed there. Scary? Yes. Enough to keep us from going into the basement? Regrettably, no.
