To help Motorola launch the new Moto X, we created a series of films introducing the “Lazy Phone.” With the help of comedian T.J. Miller, the films highlight Moto X’s revolutionary new features and their ability to make even the smartest of smartphones appear lazy.

In “Music,” we see a young man try to give his wife a romantic massage. Unfortunately it goes badly as he struggles to turn on music through his Lazy Phone. He ultimately becomes frustrated and turns to her new Moto X with touch-less controls, to play music and save the day.

Finding our Lazy Phone character was key to the entire campaign. Lazy Phone needed to be slightly offish, difficult and somewhat charming, all at the same time. After an exhaustive search, we fell in love with actor and comedian T.J. Miller. T.J. offered the perfect look and presence, and brought to life the character of Lazy Phone. He came to epitomize all the smartphones we love to hate, and provided a stark contrast to the effortlessly simple Moto X.