The Problem

Launching the next generation of an iconic device meant doing more than simply putting a new phone on display. Motorola needed to translate the Razr’s style, intelligence and personality into a physical experience that could capture the attention of hundreds of guests while creating memorable, highly shareable moments around the product.

The Solution

We helped transform New York’s Chelsea Factory into an immersive world built around the new Motorola Razr. The experience blended bold visual design, interactive content and unexpected sensory moments, including falling flower petals, the aroma of fresh coffee, bubbles, wind and a dramatic LED-lit portal. The night culminated in a high-energy celebration featuring Coco Jones, giving guests countless opportunities to experience, photograph and share the Razr in action.

The Smoke

My role focused on Branding, Animation & Design Support throughout the experience. I designed and animated the event’s countdown clock and screensaver content, helping build anticipation and carry the Razr visual language across the space. I also supported the execution of the multi-sensory experience, helping turn a traditional product presentation into something guests could see, hear, feel and remember.