GOOGLE PIXEL
'Built Different'

For the 23/24 NBA season we were tasked with making Pixel’s “The Only Phone Engineered By Google” tagline relevant to hoops fans.
We came up with the thought of ‘Built Different’, tying the phone’s next level performance to your fav hoops stars otherworldly abilities.
And then to make it relevant to everyone, we tapped Gen Z’s fav comedian, Druski, and had him his use his Pixel to live out every fans private dream: making the league.

The campaign kicked off with a series of social stunts the week before tip off, then a national TVC campaign plus social, content, and experiential activations rolling out all season long.

THE KICK OFF

We kicked off the campaign with a heartfelt message from Druski to his fans, and the hoops world at large

Which led to a sit-down with the every NBA player’s fav interviewer, the incomparable Taylor Rooks

Then to show we were serious, we made like any rising young hoops star and dropped our “Hoops Tape”

THE TV

Then we flooded every NBA game with promos for a faux reality TV show that followed his season long journey.
These spots got the highest testing scores (avg of 92) Pixel has every received. (They generally struggle to pass testing)

THE SOCIAL CONTENT

And like any reality show, we had to have an after show where the stars could say what they’re really thinking…

And obvious,y we took advantage of our sprawling shoot schedule and cast to capture plenty of assets for use across social all year long.