Motorola walks the runway with entirely AI-generated campaign

Dive Brief:

• 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 colors of its new line of Razr folding smartphones, per details shared with Marketing Dive.
• A 30-second video that shows more than a dozen looks worn by virtual fashion models in a variety of settings. The soundtrack incorporates the brand’s “Hello Moto” jingle and was also created using AI.
• Motorola’s campaign, which includes an influencer element, looks to combine fashion and technology and is the latest brand effort to use generative AI tools in ad creative — a practice that has not been without controversy.

Dive Insight:

Motorola is the latest brand to utilize generative AI tools in ad creative. “Styled With Moto” looks to position the smartphone company as both a technological innovator and a fashionable 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 own right.

The campaign video comes after four months of intensive research and features outfits created from thousands of AI-generated images selected for style and material that were then transformed to incorporate the “batwings” of the Motorola logo. Created with French agency Heaven, the campaign used a range 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 dressed in 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 colors in the phone line.

Using generative AI in ad creative remains a touchy subject for consumers and the ad industry. Motorola’s AI-generated campaign comes a 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 a company executive.