Case Studies

Because showing your work isn't just for match class.

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Flip the script

Project Type: Campaign
Client: Motorola
Headline: “What’s Your Edge?”

To reintroduce the Razr—Motorola’s iconic flip phone—we developed a campaign that turned expectations on their head. “Flip the Script” showcased the Razr’s versatility and AI-powered features through a series of fast-moving, stylized spots that matched the energy of a new generation of mobile users. The concept leaned into duality: old meets new, compact meets powerful, heritage meets innovation.

Produced in partnership with Matter, I led the creative direction to ensure the campaign felt elevated, modern, and distinctly Moto. From visual storytelling to tonal calibration, I focused on creating a world where tech felt dynamic, personal, and culturally aware. The campaign positioned the Razr not just as a nostalgic throwback, but as a forward-thinking tool designed for how people live and create today.

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What’s Your Edge?

Project Type: Campaign
Client: Motorola
Headline: “What’s Your Edge?”

To introduce the new Moto Edge, we launched a campaign that celebrated bold individuality and unapologetic ambition. “What’s Your Edge?” spotlighted those who pursue their passions with fearless creativity and relentless drive—people who don’t just follow trends, they set them. It was more than a question—it was a call to stand out, lean in, and lead with purpose.

As Creative Director, I led the development of a visual and narrative system that felt both premium and raw. I collaborated closely with the brand team, directors, and content leads to ensure every touchpoint—from casting to final edit—was culturally resonant and creatively unified. The campaign delivered a bold, ownable identity for Moto Edge and helped reestablish the brand with a clear, compelling point of view.

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Michael Rubin

What’s Your Edge?, Motorola