See How Droga5 Actually Made the Insanely Intricate Sets for Moto’s New Ads

Four spots share one truly elaborate sound stage

Headshot of David Griner

Who needs CGI when you can build your own outlandishly complex ad props by hand?

Clearly Droga5 is up to the challenge, as illustrated by the behind-the-scenes video just released by the agency to recap how it created four new spots for Motorola Mobility. 

The ads—for the Moto X and Moto G smartphones, Moto 360 smartwatch and Moto Hint wireless earbud—slowly reveal their interconnected prop designs, showing the complete set in the closing frames.

Despite sharing one large sound stage and production crew, the ads each feel completely unique, with the unifying factor being a flowing sense of shot planning and craftsmanship. It's a nice continuation of what we saw in the agency's earlier spot for the Moto E, which turned a 3-second drop into an epic 60-second journey.

Check out the behind-the-scenes photos and videos below, followed by the finished product and credits.


Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Executive Creative Director: Neil Heymann

Creative Directors: David Gibson and  Nathan Lennon

Art Director: Andrew Wilcox

Copywriter: Spencer LaVallee

Creative Mutant: Jen Lu

Chief Creation Officer: Sally-Ann Dale

Head of Broadcast Production: Ben Davies

Broadcast Producer: Bill Berg

Group Brand Strategy Director: David Gonzales

Brand Strategy Director: Dan Wilkos

Global Business Director: Bryan Yasko

Account Directors: Ben Myers and  Amanda Chandler

Account Manager: Stephanie Thiel, Kate Behne

Associate Account Manager: Jennifer Mott

Client: Motorola

Marketing Director: Barry Smyth

Brand Marketing Managers: Lindsay Dahms and Magno Herran

Production Company: 1stAveMachine

Director: Asif Mian

Partner/Executive Producer: Sam Penfield

Executive Producer: Melinda Nugent

Head of Production: Lisanne McDonald

Line Producer: Jason Taragan

Production Company (Moto 360): Park Pictures

Director: Terri Timely

Executive Producers: Jackie Kelman-Bisbee, Justin Pollock

Line Producer: David Lambert

Editorial: Rock Paper Scissors

Editors: Dan De Winter / Christopher Mitchell

Head of Production: Justin Kumpata

Executive Producer: Eve Kornblum

Producer: Kristine Polinsky

Post Production: 1stAveMachine

Head of Production: Lisanne McDonald

Postproduction Producer: Mike Sullo

Post Production (Moto 360): Art Jail

Creative Director: Steve Mottershead

Executive Producer: Arthur Portnoy

VFX Producer: Lisa Starace

Producer: Kate Johnson

Color: Ricart & Co.

Colorist: Seth Ricart

Producer: Marcus Lansdell

Music: Search Party Music

Executive Producer: Eric David Johnson aka DJ Bunny Ears

Music Producer: Winslow Bright

Music (Moto Hint): Egg Music

Songwriter: Erik Appelwick

Producer: Brack Herfurth

Music and Sounce Design (Moto 360): Q Department

Sound: Sonic Union

Mixer: Rob McIver

Sound (Moto 360): Heard City

Mixer: Phil Loeb

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."