MATTER’s role
Brand Campaign
The problem
Under Motorola’s masterbrand, Razr was the icon people remembered. Moto G was the phone people knew. Edge sat between them, and the audience’s honest question was “What is Edge?” And it had to prove it could take a hit, without turning into a spec sheet.
The position
What’s your Edge? Everyone has one. It grows when you keep at it, and Edge is built to keep up.
What we made
A series of 15-second films, each built on one striking passion. The Flower Seeker hunts wildflowers across the city and ends on a rooftop wearing the crown he made. The Collector builds a sculpture from old televisions that only resolves through his phone. In The Gardener, a sprinkler knocks the phone into a fountain mid-clip. She pulls it out intact, takes a selfie, and the hedge she’s been trimming turns out to be a swan. Unstoppable creativity. The campaign also included a photography series and social content.
What’s Your Edge? carries on as the Edge franchise moves forward.