REAL TONE + SUPER BOWL 2022

As Google CMO Lorraine Twohill writes, “For too long, camera technology, including our own, has failed people of color by either making them look washed out or too unnaturally bright or dark. Because everyone deserves to be seen as they truly are, we are committed to addressing this gap. Internally, Googlers of color volunteered to test the camera on Pixel 6 before we launched it and provided input on what was working and what could be better. Externally, we partnered with image experts who spent months with our engineers, testing the camera and providing detailed and thoughtful feedback that helped improve our camera and editing products, including adding significantly more portraits of people of color in the image datasets that train our camera models. This collective teamwork allowed us to launch what we call Real Tone, with Pixel 6 as our first camera to feature these improvements.

Since the launch of Real Tone on Google Pixel 6 and Pixel 6 Pro last October, we have seen the difference camera representation can make. “Seen on Pixel” brings to life what Real Tone represents. It is a montage of beautiful photography of individuals and families from all walks of life, all photographed on Pixel 6 by our director Joshua Kissi and contributing photographers Deun Ivory and Aundre Larrow. We partnered with award-winning artist Lizzo, who truly embodies the spirit of our campaign by always being her authentic self, unapologetically. Her powerful vocals as the soundtrack bring “Seen on Pixel” to life with a preview of her new song, “If You Love Me.”

CANNES LIONS | 2022

Grand Prix, Mobile - Real Tone
Bronze Lion, Media - Real Tone
Bronze Lion, Mobile - Real Tone

D&AD | 2022

Black Pencil - Real Tone
Wood Pencil - Real Tone

ONE SHOW | 2022

One Show CMO Pencil - Real Tone
Brand of the Year - Google
Brand Side Agency of the Year - Google Devices & Services Creative Team
Grand Prix / Best of Discipline for IP & Products
Gold Pencil - Interactive & Mobile Craft - Innovation in Interactive & Mobile Craft
Gold Pencil - Interactive, Online & Mobile - Utility
Gold Pencil - Interactive, Online & Mobile - Innovation in Interactive, Online, & Mobile
Gold Pencil - IP & Products - Innovation in IP & Products
Silver Pencil - IP & Products - Digital Product - In-Market
Bronze Pencil - Interactive & Mobile Craft - Use of Technology

ART DIRECTORS CLUB | 2022

Brand of the Year - Google
Brand-Side Agency of the Year - Google Devices and Services Creative Team
Grand Prix / Best of Discipline in In-House
Gold Cube - In-House - Innovation - Single or Series
Gold Cube - Product Design - Design for Good - Product Design
Bronze Cube - In-House - Brand / Communication Design - Product Design