To launch the Moto X, the first phone designed by you, we didn’t stop at building an online configurator tool. We created an interactive print ad that allows you to change the color of the Moto X with the touch of your finger – without leaving the page. While the end result was simple and intuitive, the process to create and produce the ad was not. No one had transformed the print medium in this way before. So we had to solve for a number of variables - including thinness, interactivity, and brightness - within the tight constraints of a printed magazine page.

Here’s how we did it:

Thinness - 1.5mm light panel allows the page to be flexible and impossibly thin

Interactivity - Printed keyboard membrane and custom programmed IC chip lets readers customize their Moto X right on the page

Brightness - 3 low profile EGB LED diodes, masked panel edges with diffuser inks, and 4 high powered CR2025 batteries filled the custom back of the Moto X with 11 rich, product accurate colors

Based on the positive media coverage and consumer buzz surrounding the ad, we are working with Motorola to extend the interactive print concept to key global markets in support of some key 2014 product launches. We are actively exploring new technologies to push the boundaries of physical advertising and communicate the Motorola brand promise in support of these launches.