Embedding Google Pixel into festival culture, positioning it as THE phone for music fans
→ 1.3M+ impressions, 100K+ engagements, 8% lift in brand relevance
Film
Experiential Design
Creative Direction
Art Direction
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
Music fans don’t build identity around brands. They build identity around participation—shared discovery, access, taste, and the feeling of being inside music culture itself.
That created a challenge: traditional sponsorship visibility would make Pixel adjacent to the experience, but not meaningfully part of it.
So instead of treating the campaign as a media problem, I approached it as a cultural systems problem: how do you embed a product into the rituals and spaces where music identity is actually formed?
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, direction, and design 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, 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.