Pixel CAMPAIGN
CREATIVE DIRECTION
Google Pixel
To help launch the newest Google Pixel, HERO was tapped to create a campaign that focused on the creator. We wanted to make sure that everyone knew the Renaissance was Now. To connect new and old audiences we tapped into cultural niche’s and allowed them to authentically shine. To get Google’s internal team hyped about the activation, we created this anthem, to inspire their minds in the way we were inspired by their commitment to inclusivity and to true story-telling. The first spot introduces the world to the world of freestyle skating, and the African American’s driving a resurgence to a longstanding pastime, as well as Google Pixel features. To do this we tapped skate influencers, cultural movers, and pro skaters to come together and show off the power technology behind a cutting edge phone in a way that’s approachable and self-explanatory.
The World of Roll & Rep: All over the country people in the Black skating commuty from different cities are showcasing their different styles; promoting the culture and adding to the skate Renaissance.Google will feature the culture and style of Black skating across the country by creating several phases of #SeenOnPixel.Brand Spot, Social Docu Films, An Activation of Move vs. Move.
The Idea: A cinematic spot that showcases the World of Roll & Rep from the perspective of a Google Pixel user in a genuine and colorful way.
We’ll look at unique styles of fashion and dance, using talent and influencers to show off the Pro Camera of the Pixel. We’ll utilize its zoom, cinematic blur, real tone and sound capture features to highlight what the Google Pixel can do within the rink.
Google Summit
What Were Our Goals?
Underscore Google’s commitment to Product Inclusion & Equity, and leadership role in the space.
Provide space and opportunity for leaders across multiple industries, including tech, to share insights and tactics on how to build with equity at the forefront.
Create a dynamic space that allows attendees to explore the inclusive product development process through different modalities and to grow their networks.
Invest in the next generation of technologists through the incorporation of student attendees.
