Moshe Brakha and MOTORAZR2 Strike a Pose
Moshe Brakha Captures the Precision and Expertise
of the MOTORAZR2 with the Help of DigitalFusion
| Photographer: | Moshe Brakha |
| Client: | Motorola, Inc. |
| Subject: | MOTORAZR2 |
When Motorola announced the revamped MOTORAZR2 in May 2007, the company had more than just the cell phone to put into production. Facing the next generation of the acclaimed RAZR line was the marketing campaign for the product.
Motorola wanted to highlight the phone’s incredibly thin design with a cutting-edge advertising blitz. Striving to combine glamour and mod with sharpness and sophistication, Motorola wanted to exhibit their sexy front-runner with the style it deserved.
Contacting Moshe Brakha, renowned for his refined flair and amazing attention to detail, Motorola began compositing a theme with the auteur. The RAZR2 campaign was to connote precision and expertise—to make an impact as pervasive as the phone itself. Utilizing the phone’s streamlined, market-dominant design, the team began to draw from the stylized aesthetics of manga and haute couture, conceptualizing a ninja motif.
To create an accurate template of poses, Brakha first photographed a martial arts expert—he simply instructed him to “pretend the phone was a knife or shuriken (ninja star).” Brakha then posted 150 of those shots at Hudson Studios in New York for the three-day principal shoot. Using a DF·Pro digital capture package and working with Digital Tech Justin Ruhl, Brakha photographed* models replicating the positions of the martial arts master.
Working exclusively with DF Post Artist Anna Bolek, Brakha also teamed up with DigitalFusion for post-production. Keeping the new RAZR2’s sleekness and narrow depth close to mind during the process, they “placed the phone under a lightbox to make it as accurate as possible.” For nearly three weeks, Brakha and Bolek worked on the 1GB+ files to achieve the perfect shots. Constantly communicating with Motorola throughout this duration, everyone involved worked nonstop to create the extensively meticulous images.
The rigorous production of this campaign now beacons on billboards and buildings worldwide. In US cities such as Los Angeles, San Francisco, Dallas, Chicago, and New York (Times Square) and international destinations such as England, Germany, Italy, France, and Asia, the ads for the slimmest phone ever manufactured are both provoking lookers with their surrealist edge and seducing customers with the promise of revolutionary technology—propelling the RAZR as the world’s most savvy and provocative phone, yet again.
The MOTORAZR2 features a clamshell stainless steel encasing, 500-Mhz processor, full Bluetooth & media capabilities, and CrystalTalk technology.
* Moshe Brakha with his maven crew, including: Executive Producer Buddy Joe, hair by John Blaine, makeup by Nathan Hamilton, clothing by Frank Chevalier,Êproduction by Commercial Head Films. In collaboration with Eddie Brakha.
For more of Moshe Brakha's work, visit: moshebrakha.com