Motorola razr—Joyride
To launch the latest edition of the iconic razr phone and reposition the brand as culturally relevant to the most cutting-edge audiences, a fashion film and lookbook starring Julia Garner and directed by Luke Gilford.
Director & photography: Luke Gilford
Lead talent: Julia Garner
Additional Talent:
Aweng Ade-Chuol
Tani Gunn
Choreography: Fatima Robinson
Styling: Kyle Luu
Hair: Bobby Elliot
Additional photography: Dana Boulos
Campaign concept & oversight, narrative development, creative & art direction
As for the film itself, the focus was on highlighting the phone’s unique features—notably, its ability to snap closed, and the fact that choosing the brand is a choice—while centering it in the modern day. The final result, a three-minute movie, features actor Julia Garner strutting around in beautiful, over-the-top outfits before organizing a joyride with two of her friends.
— PR Week