Motorola walks the runway with entirely AI-generated campaign

An entirely AI-generated campaign by Motorola rocks the runways!

The company employed various tools to create mobile-inspired outfits for virtual models in order to promote their new AI-powered folding smartphones.

AI-modelled person on the fashion runway

Motorola’s “Styled with Moto” campaign features a thirty-second video showing several looks donned by virtual fashion models in diverse settings. Courtesy of Motorola

What happened:

Motorola is debuting its “Styled With Moto” initiative, which involves the use of generative artificial intelligence (AI) to make clothes inspired by the brand’s “batwing” logo and six colours of its new range of Razr (foldable smartphones), according to information provided to Marketing Dive.

A 30-second video that shows more than a dozen looks worn by virtual fashion models in a variety of settings. The soundtrack incorporates the brand’s “Hello Moto” jingle and was also created using AI.

More about this:

Motorola – which has an influencer angle to its program – is trying to intertwine fashion and technology like other brands that have experimented with generative AI tools in ad creative, despite some controversies tied around it.

Generative AI tools are being used by “Styled With Moto,”  making it the newest entrant into such types of advertising initiatives. It creates videos where design ideas emerge, as well as runway presentations and shoots. The company positions its Razr 50 and Razr 50 Ultra foldable phones as fashion accessories themselves since they contain built-in AI functionality.

This campaign video followed four months of research during which outfits were made from thousands of style-selected and material-based images produced via AI but then transformed to adapt batwing motifs from the Motorola logo. Produced together with French agency Heaven, this project engaged different types of artificial intelligence (AI) technologies, including Adobe Firefly, Midjourney, Krea.ai, Comfy UI, Hypic, Magnific.ai, ClipDrop, Luma, and Udio.

The video is being shared on Motorola’s social channels and was featured at a June 26 launch party in Paris. At the event, Motorola displayed 150 portraits of guests clothed in batwing costumes as well as a “Motorola Dress” created in partnership with creative textile studio Scotomalab. In order to expand this campaign beyond the video format shown here, Motorola also collaborated with two content creators: @dressingleloo and @thedwardsad who prepared videos showing outfits that match various colours from this line.

However, customers as well as the advertising industry still remain uncomfortable with the use of generative AI in ad creative. It was last week when Toys R Us released its first ever brand film made using OpenAI’s text-to-video tool, Sora. The one-minute-long clip drew criticism from creatives, but an executive termed it “successful.”

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Nitin Agarwal