VIVA LOS MOTO!

When Motorola reintroduced the Razr flip-phone in 2019 after a brief detour into smartphones, the brand shed relationships with the behemoth legacy agencies that previously promoted their mobile products (McCann, Leo Burnett, BBDO and Ogilvy) and began partnering with the small, lesser-known independent creative studio LOS YORK. Their partnership has since blossomed into a new kind of agency relationship that provides end-to-end services for Motorola from strategy through execution. This close-hold modern creative partnership has been dubbed internally by LOS YORKers as LOS MOTO.
That collaboration has resulted in “Flip the Script,” one of Motorola’s highest profile global campaigns in decades, featuring full CG product films of Motorola’s razr and razr+, social films, photography, poster art and the :60 live-action film "Saltare In Giro," which you can see here on Adland Motorola razr+ "Jump Around" 1:00 (2023)

LOS MOTO is a milestone in the historic right-sizing of Madison Avenue that began with the rise of “hybrid” shops that could bypass the big-agency holding company models, which had become positively lethargic next to clients’ needs for increasing quick outcomes to keep pace with fast-moving consumers. While many of these new hybrid connections resulted in exceptional short-term project work, LOS MOTO has matured into a long-term alliance and the next closest thing to the once-prized now-demised AOR or Agency Of Record relationship.
“The industry has come a long way over the past five to ten years with clients moving from big agencies to fast moving, creative-forward, production-central relationships,” says Los York Executive Creative Director Scott Hidinger. “We have a seat at the table with this massive global brand, influencing strategy, creative direction and design. It is an evolved way of working that works for Motorola and us, and proof of concept is the six successful years of our partnership.”