Groomed to kill the iPhone, Motorola Krave was packed with features: a clam-shell that easily holds up to your ear and angles nicely with your mouth; a touch screen flip-top cover, which lets you access the phone features even when it’s closed; and “Haptic Technology” which made the phone buzz, “tic”, or react every time you accessed the phone with your finger—something the iPhone didn’t have.

We launched a campaign that followed and documented the lives of ordinary people leading real- life multiple roles, just like the phone. We had over 10,000 unique visitors to the site–and thank God the “Like” button didn’t exist then because fans would have over-clicked the bejesus out of it.
The Motorola Krave had a great hardware with a bad operating system, which led to its demise, and failure to fulfill its life-long mission.

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Credits: Creative Direction, Design + Illustration
Build: Grow Interactive
Video Shoot: Click 3x
Agency: Draftfcb NY
Client: Motorola
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