Google Pixel YouView
Creative Direction
Influencer Campaigns
Creative Strategy
A/V
Social Media Campaigns
Turned Pixel into a lens for how people actually experience music culture—through diverse creator perspectives instead of a single brand narrative.
→ 500K views, +7% engagement above benchmark
I kept coming back to a simple idea: no two people experience a festival the same way, what you see is based on your unique background and perspective.
In partnership with the ECD, we built a campaign around multiple diverse creator POVs, reflecting Google’s ethos of building better products for everyone. The campaign allowed the product features show up through real, lived perspectives.
That meant shifting from feature-led marketing to creator-driven storytelling, using Pixel as a tool for unique self-expression rather than something to demo.
I focused on defining the system: how different POVs, content formats, and product features could work together to create a cohesive social narrative. I also directed how the content was captured and shaped, ensuring each POV felt distinct but cohesive as a series.
The result was a more native, culture-first approach to product storytelling, and a repeatable model for translating live experiences into ongoing content.
Role: Creative Director
Originated and sold the core idea to Google and internal stakeholders.
Helped shape the overall direction, then led the development of the creative system across POV structure, content formats, and feature integration.
Partnered with my ECD to lead cross-functional teams and partners to bring the campaign to life across channels.
Directed the overall creative approach for how the series should feel and function.
Execution Highlights
Activated 5 #TeamPixel creators across Coachella and other festivals
Captured content across interviews, performances, and cultural moments
Distributed across influencer channels and Made by Google platforms
The Situation
Google Pixel was looking to position the Pixel 6 as the phone for music audiences—particularly younger, multicultural “switchables” who weren’t loyal to a single brand.
Rather than traditional artist-led marketing, we saw an opportunity to connect through fan experience and identity.
The Idea
No two festival experiences are the same — so we didn’t try to tell one story.
Rather than a single brand voice, I built a multi-perspective system:
Each creator captured the festival through their own lens
Each story highlighted a different Pixel feature in context
Together, the content reflected the diversity of how people actually experience music
From a fashion influencer’s hot take on fits, to foodie’s review of festival east, the campaign reframed Pixel as a tool for self-expression.
