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Google Pixel: 'Real Tone'
Location
UK
Date
Q4 '21 - Q1 '22
Role
Creativity & Innovation Director
Project type
Google Pixel 6 Launch - Real Tone
Collaborators
Conde Naste, Gavin Bond (Photographer), Talent
The challenge:
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.
The idea:
Celebrate real skin tones — positioning Pixel’s camera as more human, not more technical with a partner that celebrates diversity and authenticity every day via their platforms; Conde Nast.
What I did:
Concepted the strategic approach, identified the partner and negotiated the deal which delivered the UK's first ever Smartphone-shot front cover of GQ and Glamour.
Helped define the inclusive brand narrative for editorial and content.
Created a bespoke matrix that Identified appropriate talent for inclusion.
Impact:
- Highest selling Pixel device with strong emotional resonance
- Clear brand differentiation
- Reinforced Google’s values-led positioning
