Google’s brief to us was simple: “Ask more of your phone.” How could we get our audience to think about the Google Pixel 2 in a different way?
Google wanted to build on the success of the Pixel – their debut into the premium smartphone market – by positioning the Pixel 2 as a smart choice that would appeal to an audience interested in challenging the status quo and asking questions. Together we agreed that the world of fashion was perfect because it’s at the heart of modern culture: full of people asking questions around gender, body image and beauty. We wanted to lean into that conversation, explore how changing attitudes have disrupted the industry and the wider world around fashion, and find a way to use the Pixel 2 to tell that story.
Ten people. Ten days. One phone.
Ten people, we thought. Let’s let them loose for 24 …