Google Pixel 3 x Childish Gambino Activation

Announcing the release of the Childish Gambino Playmoji for the Pixel 3, Google brought an immersive social activation to the Grammys Celebration at the Los Angeles Convention Center. Pulling inspiration from the lighting design in Childish Gambino’s live performances and the Pixel’s sleek aesthetic, the activation challenged influencers and industry guests to a dance battle with Childish Gambino in a life-size version of the device.

The action was all captured on the Pixel 3 and guests walked away with shareable content of their dance-off with the winner of four Grammy awards that evening. Influencers such as Quincy, a #teampixel member with 4.5 million followers, and designer Jerome Lamaar shared their #pixeldanceoff to create a multi-touchpoint campaign leveraging Google’s national paid media. This event was designed and produced by MAS Event + Design.

Project Contributions: 

• Designed user experience flow leveraging the Pixel 3’s exclusive augmented reality technology

• Owned project management, planning, and logistics

Awards:

• AdWeek finalist for Best Use of Celebrity in an Experiential Activation

• Event Marketers Experience Design and Technology Award