Droidx was the 2nd device to launch in the Droid franchise. We introduced what "Droid Does" FOR you, now we wanted to show what Droid Does TO YOU. Understanding the target and how they consumed media and sought out info about the brand, we developed a purely digital/social/experiential pre-launch to create anticipation for this nextgen Droid to run prior to the traditional media campaign. The DROIDx mythology included an epic launch spot followed by product demos. As GCD, I led the incredibly talented group of creative teams from strategy to creative development through to production helping keep the campaign true to the newly formed Droid brand.

Group Creative Director / MCGARRYBOWEN, NYC