See How Droga5 Actually Made the Insanely Intricate Sets for Moto's New Ads
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Who needs CGI when you can build your own outlandishly complex ad props by hand?
Clearly Droga5 is up to the challenge, as illustrated by the behind-the-scenes video just released by the agency to recap how it created four new spots for Motorola Mobility.
The ads—for the Moto X and Moto G smartphones, Moto 360 smartwatch and Moto Hint wireless earbud—slowly reveal their interconnected prop designs, showing the complete set in the closing frames.
Despite sharing one large sound stage and production crew, the ads each feel completely unique, with the unifying factor being a flowing sense of shot planning and craftsmanship. It’s a nice continuation of what we saw in the agency’s earlier spot for the Moto E, which turned a 3-second drop into an epic 60-second journey.
Check out the behind-the-scenes photos and videos below, followed by the finished product and credits.
CREDITS
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Neil Heymann
Creative Directors: David Gibson and Nathan Lennon
Art Director: Andrew Wilcox
Copywriter: Spencer LaVallee
Creative Mutant: Jen Lu
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Broadcast Producer: Bill Berg
Group Brand Strategy Director: David Gonzales
Brand Strategy Director: Dan Wilkos
Global Business Director: Bryan Yasko
Account Directors: Ben Myers and Amanda Chandler
Account Manager: Stephanie Thiel
Associate Account Manager: Jennifer Mott
Client: Motorola
Marketing Director: Barry Smyth
Brand Marketing Managers: Lindsay Dahms and Magno Herran
Production Company: 1stAveMachine
Director: Asif Mian
Director of Photography: Manuel Ruiz
Partner/Executive Producer: Sam Penfield
Executive Producer: Melinda Nugent
Head of Production: Lisanne McDonald
Line Producer: Jason Taragan
Production Supervisor: Don Coppola
Postproduction Producer: Mike Sullo
Editorial: Rock Paper Scissors
Editors: Dan De Winter and Christopher Mitchell
Assistant Editor: Alex Liu
Head of Production: Justin Kumpata
Executive Producer: Eve Kornblum
Producer: Kristine Polinsky
Postproduction: 1stAveMachine
Head of Production: Lisanne McDonald
Postproduction Producer: Mike Sullo
Postproduction Coordinator: Patricia Burgess
Visual Effects Supervisor: Ed Manning
Color: Ricart & Co.
Colorist: Seth Ricart
Producer: Marcus Lansdell
Music: Search Party Music
Executive Producer: Eric David Johnson aka DJ Bunny Ears
Music Producer: Winslow Bright
Composer, Moto G: Paul Hammer
Composer, Moto X: Luke Adams
Composer, Anthem: Brian Englishman
Music: Moto Hint Egg Music
Songwriter: Erik Appelwick
Producer: Brack Herfurth
Sound: Sonic Union
Mixer: Rob McIver
