- Award
- Platinum
- Agency
- 72andSunny Los Angeles
- Client
- Art Director
- Danny Duran, Alex Cannon, Chaz Whitworth, Laura Niubo Giorgetti
- Category
- Electronics
- Country
- United States of America
- Award
- Platinum
- Agency
- 72andSunny Los Angeles
- Client
- Art Director
- Danny Duran, Alex Cannon, Chaz Whitworth, Laura Niubo Giorgetti
- Category
- Electronics
- Country
- United States of America
- Title
- Pixel 4
- Creative Director
- Gregory Shadwick
- Danny Duran
- Senior Designer
- Chaz Whitworth
- Laura Niubo Giorgetti
- Alex Cannon
- Retouching
- Epilogue Inc
- Project Coordinator
- Andrew Voss
- Production Company
- Hecho Studios
- Print Producer
- Julie Morris
- Dee Ann Davis
- Matthew Jourdian
- Jacqueline Kynoch
- Printer
- Primary Color
- Main Contributor
- Danny Duran, Gregory Shadwick, Alex Cannon, Chaz Whitworth, Laura Niubo GiorgettiMaddie McDowell
- Copywriter
- Maddie McDowell
- Art Producer
- Ali Berk
- Clarissa Garrett
- Juanita Valencia
- Animator
- Method Studios
- Buck
- Agency Producer
- Andrew Abraham
- Grace Jensen
- Account Services
- Kiki Staszak
- Allegra Miller
- Jackie Schultz
- Emily Connelly
- Jessica Brewer
Assignment
The goal of the Pixel 4 launch was to bring the Pixel identity closer to the masterbrand, while confidently differentiating it from category competitors
Approach
The solution was built around fully embracing the Google masterbrand color palette, expressed through simple graphic elements that form the identity of the operating system's user interface. To maintain a tactile quality to the product, we superimposed these simple graphic elements onto photoreal environments equipped with subtle texturing and shading.
Results
Consumer testing showed that the OOH campaign was a high-performing channel across the board, with excellent consideration scores.
