Google Pixel x T-Mobile x Lollapalooza
Creative Direction
Art Direction
Experiential Design
Film
Google Pixel Is Made For Music Fans
Embedded Pixel into music culture, turning it from a sponsor into something fans could actually experience.
→ 1.3M+ impressions, 100K+ engagements, 8% lift in brand relevance
I kept coming back to a simple tension: music fans don’t connect with brands—they connect with culture, access, and shared experience of enjoying music whether through festivals, swapping tracks with their friends
So instead of advertising to them, I focused on building ways for them to encounter Pixel inside the moments that define music culture.
That meant embedding the product across experience, retail, and film which created a system that scaled from on-site activation to national visibility (including the Grammys).
The result was a shift from sponsor presence to cultural participation, positioning Pixel as part of the experience, not just attached to it.
Impact
Shifted Pixel from sponsor to culturally embedded brand within music spaces
Unified experiential, retail, and broadcast into a single campaign platform
Established a repeatable model for extending live experiences into broader ecosystems
Role: Creative Lead
Defined positioning and overall campaign approach
Led concept and direction for the experiential activation
Partnered with the ECD on broadcast extension
Maintained consistency across all executions
Execution
Posterpalooza (Experiential Activation)
I concepted, pitched, and creative directed this AR activation at Lollapalooza that brought the festival’s history to life through Pixel. Posters came to life in dimensional space — surrounding users in motion and kinetic art, and turning the phone into a tool for discovery and participation. Designed to be shared, the experience extended beyond the festival and into social.
Execution
Retail Extension (T-Mobile)
We translated the activation into a scaled-down in-store experience, bringing the campaign into a moment of consideration. Customers could engage with the same interaction while exploring the device — reinforcing the idea at the point of decision.
Execution
Google Pixel Anthem
We extended the platform into a :60 anthem capturing the emotional reality of festival culture. I led art direction from concept through production, shaping a visual tone that felt authentic and non-commercial. Aired during the Grammys.