Motorola is taking its use of artificial intelligence beyond smartphone features and into advertising with two 100% AI-created films. The company has produced new films for the motorola edge 70 max and moto g max, using AI-generated storytelling to turn the smartphones' key features into cinematic and culturally driven narratives.
The film for the motorola edge 70 max is built around the campaign idea "Max Every Move", positioning the smartphone as a performance-focused device for consumers who want to make the most of every moment. The film uses an AI-generated cinematic world and sloths as a visual metaphor for things that slow people down, contrasting them with a protagonist who continues moving forward and making the most of opportunities.
Motorola uses the film to showcase the edge 70 max's hardware capabilities, including the Snapdragon 8 Gen 5 Mobile Platform, a Quad HD+ display with up to 7,000 nits brightness, a 7,100mAh battery rated for up to 58 hours of battery life, and magnetic wireless charging. The film also features Motorola Qira, highlighting its ability to respond to questions immediately.
The second film focuses on the recently launched moto g max and takes a more playful approach with the creative idea "Got It, Flaunt It." The campaign revolves around the confidence of owning a smartphone that combines premium design with capable cameras. Motorola uses a larger-than-life visual narrative to portray the instinct to show off when you have something worth flaunting.
Adding a Bollywood connection to the campaign, Motorola has used the iconic song "Baar Baar Dekho" in the moto g max film. The company says the use of the song brings nostalgia while giving the campaign a contemporary Gen Z appeal, connecting the smartphone with popular culture and AI-led creativity.
The film highlights the moto g max's Luxury Satin-inspired finish, Pantone-curated colours, and 50MP Sony LYTIA 600 camera system, with its AI-powered photography capabilities further supporting the campaign's "flaunt it" theme.
According to Ipshita Chowdhury, Head of Marketing at Motorola India, the initiative reflects the company's interest in experimenting with emerging technologies and exploring how AI can unlock new approaches to creativity, communication, and storytelling. Motorola says its broader approach is not limited to adding AI features to smartphones but also involves exploring how the technology can influence how people create and experience ideas.
The Campaign Story
The two campaigns represent a shift in how Motorola is using AI within its marketing strategy. Instead of simply promoting AI as a smartphone feature, the company is using AI itself as part of the creative production process. The two films take noticeably different creative directions, with the edge 70 max campaign using an unconventional sloth-based metaphor for performance, while the moto g max film leans into humour, Bollywood nostalgia, and Gen Z culture.
Motorola's experiment is interesting because the company isn't just talking about AI, it is using AI to change how its products are marketed. The bigger question, however, is whether fully AI-created advertising can deliver the same emotional connection and creative consistency as traditional filmmaking.
For now, the two films show that Motorola is willing to experiment with AI beyond product features. The contrasting campaigns also make the initiative more interesting: one uses surreal AI-generated storytelling to communicate performance, while the other blends AI visuals with a familiar Bollywood reference to sell personality and design. That could become a useful template for how smartphone brands use generative AI in advertising without making the technology itself the entire story.
