Motorola, the iconic cell phone brand, lost premium share to Samsung and Apple in recent years. Motorola focused on price competition against industry giants through retail promotions, which did not contribute to enhancing the brand's value.

A new reason to smile: Moto Edge 30, the smartphone with the best camera in the brand's history. After a long time, Motorola was ready to re-enter the game of cutting-edge mobile technology.

This camera has a professional level content production capabilities, so, more than a traditional retail campaign with a big product shot announcing you could buy it at Telefonica Vivo stores, we bet on showing how fantastic the content that could be produced by this camera.

But how could we reignite Brazil's passion for Motorola?

If we wanted to play the game of big brands, a powerful feature alone was not enough. We needed to win people's hearts.

Before entering their pockets, we needed to enter culture.

Our goal was to make the brand integrate into the culture and create room for people to reconsider having premium Motorola cell phones with Telefonica Vivo's 5G connection. We launched the one and only sequel of the greatest Brazilian movie ever, City of God.

In the original story, Buscapé was a boy who loved photography. Now, 20 years later, he was back in City of God as a photojournalist, using the camera on his smartphone with a 5G connection.

With little prestige, it was necessary to find the right spokesperson for this new phase. We launched a sequel to City of God. In the original movie, we found an iconic, beloved character who is passionate about photography and an underdog, just like Motorola: Buscapé.

Buscapé would help us to shorten the path to winning the hearts of Brazilians and endorse the power of photography with the new camera.

From short film to micro-content, Buscapé took over conversations.

Buscapé uses his cell phone for journalistic investigation, with all the resources in his hand to create high-quality content. A 14-minute short film produced by the award-winning director Fernando Meirelles.

Buscapé was released in theaters, TV, streaming, and online platforms.

Spoiler alert: the campaign was so successful that it became an HBO original series.