Google Pixel ASW
Google Pixel set out to prove how the Pixel 8 stands apart during NBA All-Star Weekend 2024.
We built an immersive fan experience that transformed product features into cultural moments, turning everyday fans into All-Stars through the power of Pixel.
Core Services
- Creative Direction + Design
- Creative Strategy + Development
- Experiential Marketing
- Talent Partnerships
From the moment guests entered through a gameday tunnel, they stepped into the spotlight. Fans were drafted to Team Pixel and captured rookie portraits using Best Take, reframing product functionality as a shareable, identity-driven moment.
Across the space, Pixel’s AI tools became interactive storytelling devices. Guests used Google Lens to unlock layered NBA history and Magic Eraser to reimagine their own highlight plays in real time.
At the center, a digital court hosted competitive gameplay, live training sessions with Kelsey Plum and a surprise performance by Lil Yachty, positioning Pixel not just as a camera, but as a tool for participation, creation, and cultural expression.
