Moto Makes You Master of Your Own Whimsical Phone Lab in This Handcrafted Spot

Droga5 gets inventive once again

Droga5 likes building elaborate, full-scale sets for its Motorola spots rather than relying on computer effects and camera tricks. This approach seems especially apt in "The Maker," a minute-long clip touting a site that lets users customize their Moto X smartphones.

Moto Maker is a site that lets users trick out their handsets in various colors and designs. Options include metal accents, wood tones (like teak and bamboo), laser-etched signatures and, for a limited time, football leather. (Motorola asks that "you resist the urge to spike your phone," which is probably always good advice.)

The spot shows the same guy in two rooms separated by a wall: on one side, he's clicking away on a computer to detail his Moto X. On the other, he's running around a fanciful laboratory, where he employs robotic arms, chemicals and laser beams to tailor his phone. Director Vesa Manninen of Reset Content injects the proceedings with whimsical charm—and the impressive visuals are on par with previous entries in Motorola's "Choose Choice" campaign.

The overarching strategy of "The Maker" is itself a smart choice, since the term has taken on heightened significance with the emerging Maker Movement. Letting users make creative decisions to suit their interests and personalities, even on a limited basis, is a decidedly cool selling point that Apple can't claim.

The dude in the commercial was wise to scuttle his "Panda King" imprint in favor of the more practical "Ben's Phone." Going with the bamboo finish, however, is so 2013.


Client: Motorola

Global Brand Director: Barry Smyth

Brand Marketing Manager: Katie Cowan

Brand Marketing Manager: Magno Herran

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer                                           

Executive Creative Director: Neil Heymann                                  

Senior Art Director: Andrew Wilcox                                                     

Senior Copywriter: Lincoln Boehm                            

Chief Creation Officer: Sally-Ann Dale

Head of Broadcast Production: Ben Davies

Senior Broadcast Producer: David Cardinali

Global Chief Strategy Officer: Jonny Bauer

Senior Brand Strategist: Zack Cohn

Group Brand Strategy Director: David Gonzales

Global Business Director: Bryan Yasko

Account Director: Brian D'Entremont

Account Manager: Stephanie Thiel

Production Company: Reset Content

Director: Vesa Manninen

DP: Chris Mably

Managing Director: Dave Morrison

Executive Producer: Jeff McDougall

Head of Production: Amanda Clune

Line Producer: Ayelet Weinerman


Editorial: Whitehouse Post

Editors: Shane Reid 

Assistant Editor: Devon Bradbury                 

Executive Producer: Lauren Hertzberg

Producer: Nick Crane

Postproduction: Method NY

General Manager: Stuart Robinson

Postproduction Producer: Carlos Herrera

Visual Effects Supervisor: Alvin Cruz

Color: Company 3

Colorist: Tim Masik

Producer: Rochelle Brown

Music: MassiveMusic North America 

Executive Producer: Keith Haluska

Creative Director: Elijah B Torn

Sound: Sound Lounge

Mixer: Tom Jucarone

Join Dwyane WadeJulian DuncanAndrea BrimmerRick Gomez and more at Brandweek Masters Live, on Sept. 14-17, for main stage insights, in-depth Masterclasses and more. Register now (early-bird rates expire 9/1)

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.