編輯/Missa@頂尖文案TOPYS

手機(jī)應(yīng)該是什么樣子？在最新釋出的創(chuàng)意廣告三部曲中，Moto X給出了它的觀點(diǎn)！一部”勤快”的手機(jī)，就應(yīng)該做好支持Touchless Control(免觸碰控制)、Active Display(主動(dòng)顯示)、以及Quick Capture(快速拍照)三項(xiàng)基本功。作為”負(fù)面典型”，廣告中列出了各種擬人化的尷尬場景，并且說出了主題——你的智能手機(jī)，怎么能”懶”成這樣子？

Moto X Lazy Phone Ad — Active Display

使用者不需要滑開熒幕，就可以預(yù)覽信息，以及app發(fā)來的通知。

Moto X Lazy Phone Ad — Touchless Control

當(dāng)你雙手沒空時(shí)，只需要講‘OK,Google now '就可以啟動(dòng)你的手機(jī)，進(jìn)行語言控制

Moto X Lazy Phone Ad — Quick Capture

快速拍照功能，只需要搖晃Moto X兩次，就可以啟動(dòng)相機(jī)功能拍照。

Client – Motorola
Campaign – Lazy Phone–Moto X Product Launch
Launch Date – September 12, 2013
Agency – Droga5 NY
Creative Chairman – David Droga
Chief Creative Officer – Ted Royer
Executive Creative Director – Neil Heymann
Group Creative Director – Mike Long
Creative Directors – Scott Bell / Tim Gordon
Head of Integrated Production – Sally-Ann Dale
Head of Broadcast Production – Ben Davies
Production Assistant – Goldie Robbens
Strategy Director – David Gonzales
Global Business Director – Bryan Yasko
Account Director – Ben Myers
Agency – Digitas
Creatives – Sam Cannon / Mike Frank / Mark Semon
Client – Motorola
Vice President Global Brand & Product Marketing – Brian Wallace
Brand Marketing – Lindsay Dahms
Production Company – Furlined
Director – Speck and Gordon
DOP – Alwin Kuchler
Senior Executive Producer – David Thorne
Producer – Martha Davis
Production Supervisor – Brett Latteri
Editorial – Cut + Run
Editors – Frank Effron (Driving, Play) / Graham Turner (Music, New Look, Meeting)
Assistant Editors – Adam Bazadona (NY) / Hilary Ruggiano (LA)
Producers – Ashley Carrier (NY) / Christie Price (LA)
Post Production – The Mill
Head of Production – Sean Costello
Producer – Adrienne Winterhalter
Colour – Fergus McCall
VFX Supervisor / Flame Artist – Tim Davies
Smoke Artist – Eldon Snelgrove
Sound – Sonic Union
Sound Design – Sonic Union

via:創(chuàng)意簡報(bào)