The Insight

Creators are not looking for features. They are looking for elevation.
The phone has become the studio. The workflow has become the art. They want gear that makes their life easier and their work stronger, without adding friction. If the camera can turn a moment into something iconic, that is what makes it part of their identity.

The Idea: Capture What Is Iconic

We created a fast-moving visual story that follows a real creator moving through New York City. The film uses the city’s natural texture, color, and movement to show how Dolby Vision Capture transforms ordinary scenes into something unforgettable. Every location and moment is intentional. Flat becomes vibrant. Muted becomes expressive. Everyday becomes iconic.

The narrative frames Dolby Vision not as a technical feature, but as the difference between a moment and something worth remembering.

Results

The Razr Ultra launch became one of Motorola’s most creator-forward releases and a key milestone in the brand’s global repositioning. The work lived across Motorola’s full digital ecosystem, including hero placements on their website, paid digital media, retailer landing pages, partner campaigns, and platform-native storytelling across social.

The film and creative system helped:

• elevate the Razr Ultra from a hardware release to a creator-focused flagship

• position Dolby Vision Capture as a premium differentiator in Motorola’s imaging story

• create a cohesive visual and narrative language across Motorola’s global digital platforms

• support retail partners, carriers, and global regions with assets built for web, ecommerce, and digital merchandising

• expand Dolby’s presence in the mobile category through creator-first storytelling

• provide Motorola with a modular content system usable across launch day, paid campaigns, product pages, and creator amplification

The launch delivered a clear, modern, and culturally fluent articulation of Dolby Vision Capture at a global scale. It set a strong foundation for future Dolby mobile integrations and elevated consumer perception of the Razr Ultra as a real tool for creators, not just a foldable device.

My Role

Head of Global Social, Digital, and Creator Marketing at Dolby.
Led creative direction, narrative development, art direction, digital + social strategy, creator sourcing and collaboration, and cross-functional alignment across both Motorola and Dolby.