Google Pixel 6, 6a, 7 and 7a
BRAND EXPRESSION | VISUAL WORLD | ART DIRECTION
Google Pixel needed to establish itself as a credible challenger in a category dominated by Apple and Samsung. Across three product generations — Pixel 6, Pixel 7, and Pixel 7a — we built bold, design-led campaigns that made Pixel’s distinct identity visible on the streets, in stations, and across digital platforms.
From London’s Elizabeth Line takeover to launch films and social assets, the work signalled Pixel’s ambition while keeping the brand playful, human, and unmistakably Google.
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Pixel’s challenge was simple but daunting: stand out in a market ruled by two giants, and do it with a voice that felt true to Google’s spirit of optimism, openness, and innovation.With the launch of Pixel 6, we set the tone by taking over the newly opened Elizabeth Line with a campaign built around vibrant colour blocks and human-first imagery. It was the largest out-of-home campaign in Google UK’s history, cementing Pixel as a visible competitor in the smartphone space.
Pixel 7 and 7a extended this language, combining bold typography and dynamic layouts with playful photography and culturally relevant stories. Each launch carried forward the same design system while evolving it to highlight new features — from Tensor-powered AI to advanced camera capabilities.
The work spanned OOH, film, retail, and digital. Every asset reinforced the idea that Pixel is both premium and approachable, combining cutting-edge technology with a distinctly human touch. By building consistency across three generations, we helped Pixel move from an underdog to a recognised player, creating an identity that’s as visible on a billboard as it is in someone’s hand.
Agency: Anomaly | Client: Google Pixel | Creative Direction: Camille Yin, Adam Koppel | Design: Ben Gilpin
