Context is Everything

I had the pleasure of working across 6 different launches of the Pixel phone.

Introducing Google’s new device as a premium alternative to the big two (Apple and Samsung) was no easy task. Given the competitor market domination, we had to approach this from a deeper consumer mindset. The market was saturated. Features and form factors were singular and commonplace. How could we break through?

No one cares about features, unless it meets the moments that matter.

It’s the one theme that kept coming up in all of our research.

In order to meet that, we built creative expressions that embraced showcasing humanity through the lens of Pixel at the right time, at the right place (and with the right feature).

How: A bit outside regular creative strategy, I built a structure that mapped moments of opportunity (everyday moments, culturally significant moments, and content) for each viewer contextually (location, time of day, weather, and publisher), on a near global scale. It led to us developing best-in-class dynamic creative with mapped variables across each creative expression to make each one as unique and relevant as possible.

This approach led to us taking over digital duties for all global launches across APAC, EMEA, the US. Over 5 years and six product launches, our award-winning design, content, and media evolutions delivered billions of relevant ad impressions resulting in record lifts in aided awareness, feature awareness, and purchase intent.