Creative
Copywriter
Android | Apps & Features
BRIEF
Churn rates between phone platforms is high. How can we convince Android users to stay loyal when they upgrade?
IDEA
Only on Android
Remind wavering Android fans of the cool flexes only an Android phone can offer.
INSIGHT
People think all phones are the same now. Wrong. The apps and features of the latest flagship Android phones offer tricks you can't get anywhere else.
CUT TO THE COOL STUFF
AI, sure. But what phone buyers really want to know is why will buying a new Android handset make them cool or clever. Ideally both. So each asset headlined one feature in the context of a bright, playful use demo.
EVERY IMAGE HERE IS STOCK
With no budget for a shoot, cue obsessive stock library digging to dream up scenarios that hit Android's high brand standards while also showing the specific benefits of each feature in an original way.
THE APP YOUR PHOTOS DESERVE
Android phones are famous for great cameras, but many Android users rely on the photo apps preloaded in their handset. We created spots showing them what their photo feeds are missing out on.
WORK WHAT YOU'VE GOT
Motion graphics keep the stills engaging and helped demo the feature details for effectiveness.
The voice artists gave each script just the right degree of arched eyebrow to carry the playful tone.
YOU CAN START ANYTHING WITH GOOGLE PLAY
People don't download apps anymore. We created a series of spots using top-rated apps in the Google Play app store to encourage people to give new things a try.
THE DETAILS MAKE ALL THE DIFFERENCE
Music and sound design are an essential part of these spots. Each uses a library track I selected with a careful ear to match the feel of each ad, while avoiding stock beat hell.
CREDITS
Campaign concept, creative direction, scripts and copywriting.