Google Pixel: 'Real Tone'

Historically, camera technology has excluded people of color, resulting in unflattering photos for those with darker skin tones and in some cases, total exclusion. The Google Pixel set out to correct that with the launch of the Pixel 6 Smartphone - focusing on six key areas to make the Pixel camera the most authentic camera for those with darker skin tones, through its 'Real Tone' technology.

Our job was to showcase not just the quality of the camera, but how the Real Tone technology brought more equality and equity to photos - regardless of skin tone. So we partnered with Conde Nast to bring to life a wide range of assets that showcased exactly that across a mix of their print and digital titles (Vogue, Glamour, GQ & Conde Nast Traveller) over 3 months.

1 - To kick things off, we created the UK's first ever Smartphone-shot front cover of GQ, featuring Tom Daley. The cover was for GQ's 'Heroes' edition - GQ's annual summit, celebrating game-changers across a myriad of industries - of which Tom was one. Pixel was the official photography partner for the event, capturing recognised global talent (such as Jamie Dornan, Billie Piper, Thierry Henry and Dan Levy) for the title with the Pixel 6 as their most authentic selves.

2 - But we didn't stop there. We also ran a digital cover of Vogue (shot with the Pixel 6) featuring Model and activist Munroe Bergdorf, Leomie Anderson and broadcaster Clara Amfo in an editorial special that saw them each photograph each other with the Pixel 6 and discuss what inclusivity and authentic representation means to them.

3 - This was supported by 3 more digital covers across Glamour in the fashion and beauty space - featuring make-up artist Bernicia Boateng, influencer, model and comedian Fats Timbo and relationships influencer Oloni.

4 - A 16-page travel special dedicated to the Pixel 6 also ran in CN Traveller - showcasing other features from the device relevant to travel photography, such as Magic Eraser (to remove unwanted bystanders) and Live Translate (real-time translations).

The campaign went on to deliver strong uplifts for both awareness and consideration for the Pixel 6 and the device went on to become Google's highest-selling smartphone to date.