DigitasLBi, Razorfish Celebrate the Selfie Stick for Motorola

By Erik Oster 

DigitasLBi teamed up with Razorfish to launch a digital April Fool’s Day spot for Motorola, supposedly introducing the “#MotoSelfieStick.”

The 90-second spot plays it straight, feigning seriousness with dramatic piano music and artisans talking about their craft and what the selfie stick really means. “A selfie stick is a branch of self-expression,” says a woodworker at the beginning of the spot. “To take such a raw form and craft it into one of the most practical and useful accessories around…it’s like when the sun turns the rain into a rainbow.”

The tongue-in-cheek spot never turns its back on the mock serious tone, which pokes fun at both the selfie stick and advertising cliches. Because of this, it may be the most successful of branded April Fool’s Day videos (although it also helps that we viewed it after the barrage of such efforts). It also appears to be one of the more popular, racking up almost 400,000 views over the last several days.


Client: Motorola Mobility LLC

North America Social Media: Jenna Rice

Global Social Media: Barbara Liss

North America Public Relations: Dawn McKenzie

Sr. Brand Comm. Manager: Katie Cowan

Razorfish: Creative & Social Media 

Mark Czupryna, Creative Director

Matt Wolk, Sr. Social Strategist

Cristina Lawrence, VP, Social Media

Jerry Lawrence, Sr. Director, Social Media

Robin Daffron, Sr. Copywriter

Elizabeth Stevison, Art Director

Dee Duncan, Sr. Designer

Chris Terschluse, Assoc. Director, Social Media


Charlie Thomason, Developer

Nick Steffans, Developer

Project Management

Kendal Dirkin, Project Management


Digitas LBi:

Account Direction

Kevin Babcock, VP Account Director


Kristin Scheve, VP Media Director

Brittany Halldorson, Media Planner

Production Company: Tool

Director: Shawn Z

Managing Director – Live Action / EP: Oliver Fuselier

Managing Director – Digital: Dustin Callif

Executive Producer Live Action: Lori Stonebraker

Producer: Patrick Malloy


Editorial Co.: BUTCHER

Editor: Teddy Gersten

Executive Producer: Rob Van`