Flipping the Script on Smartphone Storytelling

01 —The Problem 🧩

The motorola razr is one of the brand’s most iconic products. But with each new generation, it needed more than just a spec update. It needed a fresh story.

How do you keep an iconic product feeling new, relevant, and emotionally resonant with each release?
The answer: consistent, flexible storytelling that evolves with the tech and the audience.

02 —The Strategy 🎯

I’ve worked across multiple razr generations, evolving its voice with each launch. For the razr 60 ultra 2025, my content strategy was built around the brand campaign tagline of “Make It Iconic”— not just in look, but in attitude. I anchored storytelling in self-expression and innovation, using the external display and flex form factor to make razr feel like a style statement, not just a smartphone.

To bring “Make It Iconic” to life, I focused on:

• Positioning razr as a personal icon—where technology meets self-expression

• Turning advanced features into bold lifestyle benefits

• Crafting a tone that was modern, confident, and unmistakably razr

03 — Solution ✅

Every word had to flex. The razr is built around movement, so the language needed to move too: fast, fresh and fluid.

Key elements of the approach:

• Hero messaging that captured razr’s confidence, legacy and cool factor

• Feature storytelling that focused on lifestyle benefits rather than specs, turning Flex View, the external display and AI camera into expressions of personality and motion

• Modular, scroll-friendly layout designed for mobile-first reading, with sections that could stand alone or connect seamlessly

• CTAs and headlines that blended personality with product clarity, staying bold, modern and unmistakably razr

• Close creative alignment with design to ensure every line of copy matched the visual energy and style of the page

03 — Results 🏆

We managed to achieve a 32% improvement in conversion, just in one month after the new copy was released.