Motorola, On air campaign for Moto G with Achille Lauro

The singer, style icon and leading figure in the Italian music scene, confirms himself as a bridge between the world of lifestyle and that of technological innovation. In this new campaign, with creativity again by EY Studio+, Achille Lauro represents the common thread of a storytelling that is expressed with an explosion of movement, color and style. The narrative is a mental and visual journey, which expands from his office into a sequence of surreal worlds. A fluid voice-over guides the viewer to the final message which is also the campaign’s claim: “The ending? You choose it”. A direct invitation to define your own expression and to experience the technology of the new moto g family, moto g57, moto g67 and moto g77, as a means of self-expression, rather than as a limitation.

“We are thrilled to continue this journey with Achille Lauro,” said Giorgia Bulgarella, Marketing Director of Motorola Italia. “Technology, today more than ever, is an extension of our personality and style. With the moto g family, we invite our users to a new level of expression. It is a natural evolution of the message ‘What are you doing, getting in?’ of the previous edge campaign, which now turns into an even deeper invitation: ‘The finale? You choose it.” We want moto g to be the means through which everyone can build their own story, offering not only performance, but also identity and a sense of belonging. The objective of the campaign is to elevate moto g from a product to a true family of devices, equipped with a recognizable essence and capable of coexisting in the user’s daily life, giving character, personality and coolness.” The campaign was directed by Byron Rosero, who wanted to integrate a component created with artificial intelligence (AI) as a creative tool to broaden the visual story and open up new narrative possibilities. The campaign also features the signature of Nima Benati, one of the most internationally recognized Italian fashion photographers.