Google Pixel 6
ART DIRECTION
CAMPAIGN DESIGN
The Pixel 6 introduced Google’s most advanced hardware yet, featuring a custom Tensor chip, stunning new design, and innovative AI capabilities, making it a device that’s truly “For All You Are.”
The Challenge
Establish Pixel 6 as a new standard in smartphone design and functionality.
The Idea
Celebrating an premium inclusive phone, “For All You Are”.
Highlighting User-Centric Features
To bring Pixel 6’s adaptability to life, the campaign spotlighted Google’s Material You design, which enables users to personalise their UI with colours and layouts reflecting their personal style. Ads featured Material You as a visual entry point, showcasing how Pixel 6’s interface changes to mirror each user’s identity. Paired with features like Real Tone for authentic skin tones and Live Translate for multilingual communication, the messaging showed that Pixel 6 isn’t just advanced; it’s crafted for individuality.
Through Material You and inclusive features, the Pixel 6 positioned itself as a uniquely flexible, user-centric device designed to adapt visually and functionally to every individual’s needs.
Shifting Focus to Hardware Design
For the first time in Pixel’s history, the campaign highlighted the phone’s hardware in a large-format OOH rollout, with a particular focus on the bold camera bar. This was Google’s largest media spend in premium UK locations, from major transit hubs to urban centers, designed to showcase the Pixel 6’s refined aesthetic. Using close-up, cropped visuals, the ads exuded confidence in the hardware, positioning Pixel 6 as a serious contender in the high-end smartphone market and elevating Google’s presence alongside established smartphone leaders.
Pixel 6’s OOH campaign firmly positioned it as a serious competitor, setting a new standard for Google in premium smartphone design.
A Historic Launch on London’s Elizabeth Line
As part of the Pixel 6 launch, Google was chosen as one of only five brands to advertise during the opening of London’s Elizabeth Line—a historical moment that brought significant media attention. In this premium placement, unique cinematic ads featured the Pixel 6’s hardware in stunning detail, further enhancing the brand’s presence in a landmark setting and providing additional press coverage.
Featuring Pixel 6 in the Elizabeth Line’s launch connected the brand with a momentous cultural event, elevating Google’s brand prestige and expanding its reach.
-
Client: Google
Agency: Anomaly
Creative Directors: Camille Yin, Adam Koppel
Design Director: Ben Gilpin
CGI: Moving image Found Studio, Static Media Works
