CASE STUDY

Google Pixel 11: Building a Launch Worth Remembering

Every Pixel launch raises the bar, and this one — introducing Pixel 11, Pixel 11 Pro, Pixel 11 Pro Fold and Pixel Watch 5 — is not exception.

It's the kind of collaboration we're grateful for: Google's ideas keep pushing our teams into new territory, and projects like this are the ones we look forward to most.

Pixel 11 was a multifaceted launch spanning global print production, a hand-built reveal experience, and a live Times Square takeover, built in close collaboration from concept to launch day.

PRINT PRODUCTION

Building the stills and mechanical toolkit that let one campaign scale to every market

For a launch spanning Pixel 11, Pixel 11 Pro, Pixel 11 Pro Fold and Pixel Watch 5, Bespoke retouched the full lifestyle campaign for OOH and DOOH rollout, stills built for scale. Beyond the hero images, we built the mechanical toolkit and delivered print-ready across master and partner files.

THE UNBOXING

A box designed to shatter and reveal the phone inside

Google invited creators from around the world to its Chelsea store to unbox Pixel 11 for the first time and the reveal itself needed to be as memorable as the phone.

Bespoke collaborated with the Google Team to test concepts and materials before landing on the one worth building: a box cast in isomalt, engineered to shatter open and reveal the phone inside. From concept and fabrication, Bespoke helped bring this launch to life.

AMPLIFYING THE MOMENT

Turning one night in Times Square into content built for social

As creators posted their own unboxing videos from inside the Chelsea store (full unboxing video credit below : @karl_shakur), Bespoke adapted Google's existing creative for a full-scale Times Square takeover a few blocks away, animating the Pixel 11 reveal across the TSQ billboards and the T-Mobile store the same night. Two moments, one launch, playing out across the city in real time.