Super Bowl LVI, Real Tone

Google, Pixel – February 2022

Overview

Google Pixel 6’s feature, Real Tone, was the first major step in creating image equity technology in a smart phone device. So much research went into its development. When we considered Google’s options, it felt like the type of feature and message that strongly aligned with Google’s master brand, and previous Super Bowl work like Loretta and Job search for Veterans.

This campaign would serve to build Pixel’s brand attribution to those same core Google values rooted in smart technology, empathy and humanity, and showcase a product that provides a solution to a real human challenge.

I personally developed and collaborated on the creative strategy for the Super Bowl campaign with fellow team members, creative partners, and external agency partners.

Role

Creative Strategist

Direct Team

Besse Gardner, Group Product Marketing Manager

Ben Butler, Creative & Brand Strategist

Florian Koenisburger, Senior Product Marketing Manager

Maimouna Siby, Content Marketer

Kevin Butler, Group Creative Director

Timeline

2 months, launched February 13th

Making sure everyone feels “Seen on Pixel.”

Context

We’ve got the audience’s attention, so what do we say? How do we let the innovation speak for itself to address such a sensitive topic as people’s skin color on such a large stage without Google’s voice overshadowing the message?

Addressing a Challenge

There was one major hurdle you could see in the distance as we got excited about concepting and scoping out how we would show up at the Super Bowl: How to responsibly showcase the feature and Google’s creation of it in the same space. Here’s how I was involved in those processes:

  • DEI representatives had already done the work to make sure Real Tone would be addressed appropriately, but in the excitement of creative ideas and development, guidelines can get lost in the mix. To support a responsible showcase of this feature, I pulled in DEI representatives into the creative concepting discussion,

  • Drafted a DEI scoring rubric for concepts based on existing documentation, business needs, and creative flexibility

  • Vocally advocated for the opportunity for people of color to speak for themselves, thus removing the chance for a more corporatized POV to alter the tone or reception of the message.

Final Deliverables

Throughout the GTM launch of Pixel 6, Real Tone received a lot of press, and found success in celebrating this new age in camera technology by featuring the voices of people of color and their experiences. In this way, people who are most affected are given the platform to speak, rather than being spoken to or at.

The images speak for themselves.

Teaser Trailer, Feb 8th

Super Bowl Spot, Feb 13th

Social Launch, “#SeenOnPixel”, Feb 13

Content Release, Feb 18th