The Story
This sounds familiar: New model. Same iPhone. Year after year. At this point that consumer habit might as well be a tradition. Google Pixel needed a way to help people kick their Apple addiction. So I helped develop a paid social campaign that could break the spell.
THE THINKING
Pixel is the more advanced phone. Full stop. Yet people remained irrationally attached to their iPhones. So I developed a metaphor-driven campaign that challenged this blind loyalty.
WHAT I DID
+ Campaign Dev
+ Scriptwriting
+ Storyboarding
+ Social Copy
+ Evergreen Content
+ Influencer Concepts
THE RESULTS
Pixel’s community has always had a photography-first spirit. To celebrate that culture, I oversaw content and copy that would spotlight Pixel photographers from around the world.
The campaign generated millions of views while increasing awareness and consideration.
Wickedly good
partnerships
To ladder up to Pixel’s wider campaign, ‘Ask More of Your Phone’, I developed social concepts featuring Wicked actress, Cynthia Erivo in support of the Wicked 2 premiere.
Always-on social content
The last thing people want to see when scrolling is more ads. To create two-way conversations on social, I developed concepts for UGC, creator content, and franchised series that spoke to niche cultures and interests.
