A global product launch for Google's Pixel 10, elevating the brand's "Reality Spin" motif with a bolder, more dynamic visual approach. As one of the art directors and designers on the team, I contributed to photo art direction and created comprehensive brand guidelines across an extensive system of layouts—adapting 9 OOH sizes for multiple product lines including Pixel 10, Pixel Fold, Pixel Buds, and Pixel Watch.
GOOGLE X PIXEL 10
This campaign brings a fresh, dynamic perspective to Pixel's premium positioning—using bold angles and graphic compositions to emphasize the phone's precision design and advanced AI capabilities. We evolved the Reality Spin concept into lifestyle photography that orbits 180° around subjects and the Pixel 10, creating unexpected moments with bold colors, layers, and textures.
I traveled to London to collaborate with Google's Global Brand Experience Team and Creative Labs on photo art direction from concept through execution. Given the complexity of the rotating photography technique, I created detailed shoot guides with the photographer and provided on-set direction for talent, composition, lighting, and styling. I also oversaw post-production and designed the comprehensive global brand use guide, establishing how the visual system scales across markets while maintaining consistency.
Overview
Scope of work
Creative concepting, mood boarding, and visual direction
Global brand use guide for photo assets
Shoot guide development
Type design and layout systems (9 OOH sizes across Pixel 10, Pixel Fold, Pixel Buds, Pixel Watch)
Talent casting, outfit and prop selections
On-set art direction (composition, lighting, styling)
Post-production oversight
Project Details
Role: Art Direction, Design
Client: Google
Campaign: Pixel 10 Global Launch
Year: 2025
Type: Product Launch, OOH, Brand Guidelines
Collaborators: Global Brand Experience Team, Creative Labs (London/New York)