We Are The Rhoads Introduce the Moto X
The Rhoads spent ten days working on location in San Francisco with Motorola's Moto X, the only smartphone assembled in the U.S. "Motorola wanted to target the millennial demographic, so we put together a bunch of different scenarios – including a rooftop party, a beach day, some street shots, and a design agency-like environment," said Sarah Rhoads. "The phones didn't have to be the focus of the photo, as you can see. It was more about capturing that youthful, fun energy."
She and Chris created a campaign full of Rhoads-style irreverence (a sunglasses-clad gentleman jumps over a record-store counter, a girl lays across a rug and next to a pineapple, a partygoer puts on her shutter shades) while remaining true to the brief: "We showed cool people using their phones in everyday life." Though it goes without mentioning, the duo was also sensitive to the client's needs. "It was a very, very top secret project and we were shooting in public spaces," Chris explained. "It was about finding a happy balance between working on location and still being able to achieve spectacular and surprising imagery."