The challenge
Google Pixel 3 entered an oversaturated smartphone market with strong product innovation but low brand awareness and limited cultural relevance. The challenge was to break through the noise by positioning Pixel as a culturally engaged brand, while showcasing its AR capabilities in a way that felt authentic, participatory, and scalable.
The process
The campaign partnered with Donald Glover (Childish Gambino) to launch an AR Playmoji experience centered on movement, humor, and cultural participation. Debuting during the 2019 GRAMMYs, the campaign launched with a TV commercial featuring Gambino in a dance-off with his own Playmoji bringing AR into pop culture in a bold, mainstream moment.
Our team worked closely with Gambino and his choreographer, Sherri Silver, to authentically capture his movement and signature style. That choreography was then translated into an animated Playmoji, preserving the nuance and personality of Gambino’s performance while pushing the technical and creative boundaries of AR.
The experience expanded beyond the TVC through social-first content, influencer partnerships, and the global #pixeldanceoff challenge, inviting audiences to create, remix, and participate. Humor, subversion, and cultural commentary shaped the creative approach, using playful compositions and unexpected moments to make the technology feel human and accessible.
The outcome
7% increase in traffic to the Google Play Store
18% YoY increase in Pixel-related search volume
223% increase in app downloads
8.9M earned impressions (+318.5% YoY)
The campaign successfully repositioned Pixel 3 as more than a device, establishing it as a culturally relevant brand and demonstrating how participatory, culturally driven creative can deliver meaningful business impact. The work earned industry recognition, including a 2019 Cannes Lions win and a Bronze Lion for Craft in Motion Graphics & Animation.
