Image Credit : Talent Photography — Carlos Serrao
Product Photography— Ben Pogue
Project Overview
The global marketing campaign for Google Pixel 7 Pro, Google Pixel 7, Google Pixel Watch and Google Nest showcases the dynamic features of each product, in an aspirational, fashion forward approach.
Project Commissioner
Project Creator
Team
Studio Payne Team
Quan Payne – Executive Creative Director
Nicole Giannenas – Designer
Ann Chen – Senior Designer
Google Team
John Moon – Creative Director
George Garcia – Art Director
Tori Robertson – Creative Producer
Project Brief
Our studio was approached to create the global campaign to launch Google's new Pixel Products. The all-new Google Pixel 7 family including the flagship Google Pixel 7 Pro. The Google Pixel Watch, a game changing new wearable device, and the newest versions of the market leading Google Nest family.
Each product benefit needed to be showcased clearly in a way that could transcend market and geographic diversity across the globe.
Project Innovation/Need
The campaign was required to transcend language and culture—with diverse, unique talent covering every global geography. The campaign provided a toolkit of assets that were used across the entire portfolio of Google platforms, from retail to online, direct to out of home.
Working with leading photographers in New York and Los Angeles, each capability was expressed through visual metaphor. Inspired by the product’s incredible capabilities we developed a global campaign that brought to life Google Pixel 7 and 7 Pro’s cinematic, macro and night modes in a beautifully artistic way. With macro mode showcased with flowers, fast frame rate cinematic mode utilising butterflies and night sight showcased through colour gels and washes. The watch's movement recording and Fitbit integration were shown through dynamic movement and action. The Pixel Nest family used lifestyle photography, showcasing use case, in-home integration, and product benefit.
A series of product superiority photographs were developed for use in accompaniment with the talent assets and in markets where talent was not able to be used.
Design Challenge
We developed a toolkit of assets that encompassed the key visuals, typography, layout, colour palette and product photography. Our creative execution was used across digital, Google flagship retail, third party point of sale, direct to customer and advertising globally.
Because of the global nature of the campaign, art direction and talent photography that fitted with demographics from all of the regions were required. Cultural considerations and a framework that allowed for a multitude of languages were integrated seamlessly into the campaign's design framework.
User Experience
Our creative expression informed the retail experience across store.google.com as well as the physical retail experience in Google flagship stores and secondary retail locations.
The campaign was tested prior to launch and was the best performing campaign in Google Pixel’s history.
The Google Pixel 7 Pro and Google Pixel 7 were crowned as the "best selling generation of phones" ever launched by Google by none other than CEO Sundar Pichai in Alphabet's latest quarterly earnings call.
Google Pixel Watch has performed incredibly well, pushing Google to take the number two spot in the wearable tech market with 8% market share.
Sales Promotion
This award celebrates creative and innovative experience design for sales promotions intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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