Motorola, The Garden of Reinvention

Role: Senior Art Director
Client: Motorola
Agency: Ogilvy Interactive, Melbourne
Industry: Telecommunications
Year: 2007
Technology: Flash ,Photoshop, Illustrator
Description:

Leveraging Motorola’s sponsorship of Motorola Spring Fashion Week and the launch of the new Razr V9 mobile phone, the strategy was to target fashion conscious users to help promote the new look phone. The solution was to create a viral microsite in a style and tone that would optimise a viral strategy.

Users reinventing their look uploaded a photo of their face that would then be attached to a catwalk model body that would do a funny walk down a fashion runway. Users shared videos online of their walk down the runway. This site would be called the Garden of Reinvention.

A fashionista guru character was created, Farl Kagerfelt, engaging users through comedy and setting the fun tone of the site. The Farl character explained what the Garden of Reinvention is, how to use it and most importantly to promote the V9 phone features.

The Farl character and catwalk dancers were shot in front of a large green screen cyc on a sound stage. Farl was performed by the edgy, rubber faced, Australian celebrity, Dylan Lewis. In a 6 week turn around, three streams of production took place simultaneously: video; design; flash coding, requiring a strict and elaborate pre-production. The resulting site’s execution was extremely well received by consumers and industry pundits alike.

The Garden has won some online awards including the Adobe site of the day. It also won the BadjarOgilvy ‘Golden Knob’ for Best Creative 2007, beating out TV, print and ambient campaigns from the entire agency.