The
Brief
We were approached by Media Futures Group, a bespoke agency created by WPP for Google—to produce a series of organic social content for Google Pixel UK. We worked alongside Ogilvy to develop the creative content ideas for two campaigns: Bold Dunks and Colourway Creations—as well as to see the production through to completion. The campaigns focused on the Pixel 9 Pro, Pixel 9 XL, Pixel 9 Fold Pro, Buds Pro 2 and Pixel Watch 3.
The content was focused around the concept of world building—creating quirky scenes and unexpected twists to give that instant dopamine hit that Instagram/TikTok users crave whilst mindlessly scrolling. Secondly, the colour of the featured Pixel devices played a significant role in the core concept for each piece of content, which then informed the production design and styling.
The Google account is significant for all involved—so there was a huge emphasis on planning and development to ensure the concept, messaging and technical fulfilment were well considered to gain client approval ahead of production.
Client
Deliverables
Services
Our
Solution
We started the project by conducting in a series of pre-production meetings with the teams at Ogilvy and Media Futures Group to develop the client-approved creatives into a workable series of content. This involved us critically evaluating each creative for it’s clarity of message and feasibility of production. We were working to extremely tight timescales and a fixed production budget, which meant that feasibility was a huge consideration for all aspects of the project.
Once this was completed, we then moved to the testing phase. This is where we did full dry-runs of each of the creatives to understand the technical considerations that would need to be made in order to achieve the final results required. It also informed the production design, identifying how each of the scenes needed to be constructed and styled to communicate clearly and effectively. From here, we developed phase two storyboards which were then presented back to the team at Google for final sign-off.
The crew comprised of a Director/Producer, Director of Photography, Set Designer, Food Stylist and two Production Assistants. We commissioned the set designer and food stylist to help us bring these ideas to life, working closely with them both to ensure all aspects of production design and special effects aligned with the creative vision that we were leading.
The original production schedule was across four days, allowing for two per day and just one on the last day owing to it being a stop-motion and generally more time intensive. A last minute change with one of the creatives meant that Fold needed to be pushed back onto an overflow day. Due to the tight turnarounds and scheduling of content to go out within the month, we expedited the post-production and turnaround of all other assets to ensure this change of schedule didn’t impact the client’s content schedule.
All post-production work was completed by our in-house team, which allowed for a streamlined delivery of content and clear communication channel between us and the client, allowing for variations and iterations to be completed quickly and for all assets to be signed off within two weeks of post-production.
The content was shared across Google Pixel UK’s Instagram and TikTok accounts, as well as remixed and repurposed by the team at Ogilvy to produce supporting and complimentary content. This involved behind-the-scenes captured on set and lookalike content to extend it’s reach and engagement.
