- Motorola launched a “Styled With Moto” campaign that uses generative artificial intelligence (AI) to create outfits inspired by the brand’s “batwing” logo and the six colours of its latest line of Razr folding smartphones, per details shared with Marketing Dive.
- A 30-second video that shows greater than a dozen looks worn by virtual fashion models in quite a lot of settings. The soundtrack incorporates the brand’s “Hello Moto” jingle and was also created using AI.
- Motorola’s campaign, which incorporates an influencer element, looks to mix fashion and technology and is the latest brand effort to make use of generative AI tools in ad creative — a practice that has not been without controversy.
Motorola is the latest brand to utilize generative AI tools in ad creative. “Styled With Moto” looks to position the smartphone company as each a technological innovator and a stylish brand with a video that imagines fashion designs and models on runways and in photo shoots. The company’s foldable Razr 50 and Razr 50 Ultra models come equipped with AI tools and are being pitched as fashion accessories in their very own right.
The campaign video comes after 4 months of intensive research and features outfits created from 1000’s of AI-generated images chosen for style and material that were then transformed to include the “batwings” of the Motorola logo. Created with French agency Heaven, the campaign used a spread of AI tools, including Adobe Firefly, Midjourney, Krea.ai, Comfy UI, Hypic, Magnific.ai, ClipDrop, Luma and Udio.
The video is being shared on Motorola’s social channels and was featured at a June 26 launch party in Paris. At the event, Motorola exhibited 150 portraits of guests wearing batwing outfits and a “Motorola Dress” designed in collaboration with creative textile studio Scotomalab. To extend the effort, Motorola tapped two content creators (@dressingleloo and @thedwardsad) for a video that shows outfits that match the different colours in the phone line.
Using generative AI in ad creative stays a touchy subject for consumers and the ad industry. Motorola’s AI-generated campaign comes per week after Toys R Us made headlines with the release of the first brand film created with OpenAI’s text-to-video tool Sora. That minute-long video faced backlash from the creative community but was called “successful” by an organization executive.
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