THE OPPORTUNITY

Since its inception, Google has focused on creating products that work for and represent its diverse users. When the company announced the Pixel 2 as the market leader in capturing skin tone range, Creative Theory Agency was tasked with designing an integrated experience that could showcase the phone’s revamped color science technology to the broader DC community.

THE ASK

Create an experiential activation to announce the launch of the Google Pixel 2 to the DC creative market. 

OUR THEORY

Drawing on local influences, Creative Theory leveraged its position as stewards of the DC creative community to fuse Brand with Culture in an experience that showcases the phone’s ability to accurately capture its subjects in humanistic, authentic, and gripping ways. With one of DC’s most notable photography exhibits on the horizon (FotoWeek DC), CTA worked in collaboration with experiential agency Bright Young Things (BYT) and a local real estate partner to connect the dots between creativity, culture, and community—all while demonstrating the inclusive capabilities of the Google Pixel 2. The result was the Humanity Exhibit, a photo gallery featuring diverse portraiture captured by members of the local DC creative community on Google Pixel 2. 

THE IMPACT 

The one-of-a-kind launch event and gallery and pop-up coworking experience that hosted over 2000 visitors in two weeks. The activation resulted in 4x the anticipated number of organic impressions and created a tailspin of #teampixel hashtag use in the DC region during FotoWeek.