Wireless is a 155 billion dollar industry. Plainly speaking, it dwarfs most American industries in size. Smartphones, the most profitable and advanced component of the industry, were largely dominated by a few players. The ascendency of the iPhone crushed most would-be competitors.

The Droid X campaign was created to extend the momentum of the Droid franchise. Created from the ground up one year earlier, Droid mounted a significant challenge while popularizing Google's (then) little-known Android operation system. We had created the robot mythology as a metaphor for personal power. For the launch of Droid X, blending man and machine seemed the next logical step in advancing the promise of the brand. The Droid X sold out on day1. Android phones sold faster than they could be built. Droid X was named the #1 hottest brand of 2010 after being named hottest gadget in 2009 by both Engadget and Time Magazine.

Wireless is a 155 billion dollar industry. Plainly speaking, it dwarfs most American industries in size. Smartphones, the most profitable and advanced component of the industry, were largely dominated by a few players. The ascendency of the iPhone crushed most would-be competitors. The Droid X campaign was created to extend the momentum of the Droid franchise. Created from the ground up one year earlier, Droid mounted a significant challenge while popularizing Google’s (then) little-known Android operation system. The target audience is anyone who wants a choice. Anyone who felt stung by the beautiful disfunctionality of our primary competitor. Anyone who prefers Darth Vader. And considers Luke Skywalker an insufferable whiner.

We had created the robot mythology as a metaphor for personal power. For the launch of Droid X, blending man and machine seemed the next logical step in advancing the promise of the brand. There is a taboo nature to the idea of trading our humanity in exchange for power. But doing so is also strong testament to the degree of power offered in that exchange. Much of Droid is built on cinematic tropes that permeate American culture. These provide us a shorthand for building what feels like a deep and personal story in a :30 or :60 window.