编辑/Missa@顶尖文案TOPYS
手机应该是什么样子？在最新释出的创意广告三部曲中，Moto X给出了它的观点！一部”勤快”的手机，就应该做好支持Touchless Control(免触碰控制)、Active Display(主动显示)、以及Quick Capture(快速拍照)三项基本功。作为”负面典型”，广告中列出了各种拟人化的尴尬场景，并且说出了主题——你的智能手机，怎么能”懒”成这样子？
Moto X Lazy Phone Ad — Active Display
使用者不需要滑开荧幕，就可以预览信息，以及app发来的通知。
Moto X Lazy Phone Ad — Touchless Control
当你双手没空时，只需要讲‘OK,Google now '就可以启动你的手机，进行语言控制
Moto X Lazy Phone Ad — Quick Capture
快速拍照功能，只需要摇晃Moto X两次，就可以启动相机功能拍照。
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:创意简报
