CASE STUDY
Google Pixel 8 Reveal : Scaling a Product Launch Across Every Touchpoint
The brief was simple in intent, complex in execution: create widespread buzz around the Fresh Mint Limited Edition
This was Google's third consecutive launch with Bespoke, and their most ambitious yet. What followed was a campaign that touched almost every discipline we have. Film, CG animation, editorial, sound, live events, OOH… all built around a single creative vision and delivered under one roof.
THE IDEA
Pushing the boundaries of traditional OOH
Google wanted something that went beyond a traditional product reveal. In collaboration with street artist It's a Living, the first artist partnership in Pixel's history, the campaign unfolded in two acts across New York.
First, a teaser: mint paint dripping over existing Google Pixel billboards and digital placements across the city on January 19th. Then the reveal: a live mural painting activation in SoHo on January 25th, accompanied by a behind-the-scenes film introducing the artist and the story behind the collaboration.
"This campaign pushed our team to leverage every capability we have. Our collaboration with Google is the perfect example of how we integrate with internal creative teams and help bring their vision to life at whatever scale the brief demands."
PRINT PRODUCTION
Drawing on years of experience across print production and large format installation, Bespoke took the lead on media buying, identifying the right locations across New York for the painted billboards and live mural activations.
Live Action to Full Ecosystem
The live mural activation was just the beginning. Our CG artists, editors and colorists worked for months building out everything around it; the behind-the-scenes film, the final reveal content, and CG animations of the artist's calligraphy adapted for DOOH and social. One live moment, extended into a full content ecosystem across every channel.
Beyond the Billboard
To extend the artist's presence beyond the walls, Bespoke produced an authentic behind-the-scenes film that gave voice to It's a Living's story and creative process. CG animations brought the artist's painting style into the digital world across DOOH and social, while exclusive custom phone cases were produced for a brand giveaway, turning a campaign moment into a collectible.
THE FULL SCOPE
Included in the deliverables for this Google Mint Pixel 8 launch were a behind-the-scenes film, social media assets, original CG animation for 250 digital-out-of-home electronic kiosks across Manhattan and Brooklyn, an artist-painted static billboard at 389 Canal Street, commercial teasers (including CG elements), editorial, sound, color grading, sourcing and coordinating the artist, production of 100 custom phone cases for a giveaway and 100 custom paint canvases for a painting class at the event, locations and permits, media recording, live-streaming, and the art installation at the Google store.
