razr
motorola razr
Launched in 2004, the motorola razr was one of the most iconic phones of the 21st century selling over 50 million units by July 2006. In November 2019, Motorola revived the razr again as a foldable smartphone, which is styled after the clamshell form factor of the original models. I lead the creative digital direction of the the 2019, 2020 and 2023 versions of the razr which included Web and CRM (push/Email) and art directed the photoshoots
Challenge
The primary objective was to achieve a unified launch experience across all touch points and establish a strong foundation for the long-term sustainability of the new Razr brand. This entailed ensuring consistency and resonance in messaging and design throughout the launch, while strategically positioning the brand to thrive in the future.
Goal
Solution
I strategized, directed and helped execute digital assets including product pages, CRM, social, and UX. I developed new UX elements including in-page navigation, scroll-triggered animations, and auto-loop videos, that resulted in 22% user engagement when implemented. Strategized email, push and social campaigns resulting in 2 million day-of-launch visitors, a 2-year site traffic record.
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