Verizon Film NEVER MISS by Elastic Pictures, mcgarrybowen New York

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Industry Mobile phones, devices & accessories
Media Film
Market United States
Agency Elastic Pictures
Agency mcgarrybowen New York
Director Patrick Murphy
Art Director Warren Eakins, Enrique Mosqueda
Copywriter Mark Koelfgen, Mark Abellera, Piper Hickman
Producer Juliet Batter, Jennifer Sofio Hall, David Wolfson
Account Supervisor Tbd
Released June 2010

Credits & Description

Category: Home Electronics & Audio-Visual
Product/Service: DROID X/2 PHONE
Production Company: ELASTIC, Santa Monica, USA
Date of First Appearance: Jun 21 2010
Chief Creative Officer: Gordon Bowen
Executive Creative Director: Mark Koelfgen/Warren Eakins
Creative Director: Mark Abellera/Piper Hickman/Enrique Mosqueda
Copywriter: Mark Koelfgen/Mark Abellera/Piper Hickman
Art Director: Warren Eakins/Enrique Mosqueda
Agency Producer: Suzanne Crowe/Chance Bassett
Account Supervisor: Tbd
Advertiser's Supervisor: Tbd
Producer: Jennifer Sofio Hall (Elastic)/David Wolfson (Elastic)/Juliet Batter (Rock Paper Scissors)
Director: Patrick Murphy
Post Production: Elastic
Animation: Elastic
Account Manager: Tom Sewell/Lee Roth/Sean Young/Jamie Sundheim
Planner: Tbd
Editing Company: Rock Paper Scissors

English Description
Wireless is a 155 billion dollar industry. Plainly speaking, it dwarfs most American industries in size. Smartphones, the most profitable and advanced component of the industry, were largely dominated by a few players. The ascendency of the iPhone crushed most would-be competitors. The Droid X campaign was created to extend the momentum of the Droid franchise. Created from the ground up one year earlier, Droid mounted a significant challenge while popularizing google’s (then) little-known Android operation system. We had created the robot mythology as a metaphor for personal power. For the launch of Droid X, blending man and machine seemed the next logical step in advancing the promise of the brand.

Putting it modesty, it worked. The Droid X sold out on day 1. Helping to catapult Android shipments a staggering 900%. Android phones sold faster than they could be built. Motorola, the manufacturer of Droid X, reported shipping a million phones a week. Droid X was named the #1 hottest brand of 2010 after being named hottest gadget in 2009 by both Engadget and Time Magazine.