When we were first asked to pitch to Motorola, the reaction around the room said it all: “Motorola? Does that brand even still exist?”

Right away, we knew the challenge wasn’t just strategic or creative, it was cultural. For many, Motorola was stuck in the past, remembered more for its flip phones than its presence in today’s smartphone market. Our mission was clear: make Motorola relevant again, especially to Gen Z and Millennials, who barely remembered the brand at all.

Motorola knew it too. They came to us with a bold ask: help them reconnect with a new generation and give the brand a fresh pulse, especially in the Benelux region. This wasn’t about nostalgia, it was about reinvention.

“Motorola’s real opportunity with Gen Z lies in building a community around its products and services. That only works if we truly understand what this audience wants and values.

Let’s be honest – owning a smartphone today is less about specs and more about the lifestyle it represents. Want a sleek, professional image? Choose an iPhone. Prefer something bold and tech-savvy? Samsung Galaxy is your pick.

But if you want to stand out – to be vibrant, fresh, and unapologetically creative – choose Motorola.”

We pitched a content strategy that did just that, rooted in local insights but with global energy. Our approach? Turn Motorola into a lifestyle brand with humor, attitude, and a strong visual identity. We positioned the brand at the intersection of culture and creativity. And we won the pitch.

But that was just the beginning.
Working hand in hand with Motorola’s global marketing team and their EMEA creative agency, we developed a bold new social direction. Across the Netherlands and Belgium, we brought Motorola’s channels to life with vibrant user-generated content, sharp videos, clever storytelling, and design that demanded attention.

As Creative and Art Director, I led the vision to reframe Motorola not just as a tech company, but as a brand that lives in the worlds of fashion, art, and youth culture. The result? A more expressive, human, and undeniably cool identity that speaks to today’s audience.

Now, Motorola is no longer seen as a relic. In the Benelux, it’s turning heads, winning clicks, and earning real love from a new generation. And we’re just getting started.