ABOUT

The idea was to echo the transformation that the Moto X would bring to the smart phone market through its configurable and customisable form factor – by doing something truly transformational in print. Readers could configure and change the colour of the phone in the printed ad on the page in the magazine. Through electromagnetic ink technology never been seen or used on this scale before we allowed an audience to do something they had never done or seen before. By touching the coloured swatches on the printed page the phone magically changed colour before their very eyes.

Also, and rather ironically, the printed ad captured the imagination of readers so much so that it was subsequently shared and distributed virally as a film with over a millions views on YouTube alone. Print isn't dead – its just about to wake up.A print ad that among other things earned 1 million views on Youtube.