2025
NYC
CASE STUDY
GOOGLE PIXEL
NEW YORK
ABOUT
The Pixel 6 introduced “Real Tone” technology—a breakthrough in digital photography designed to better capture the richness of darker skin tones. But to make a meaningful impact, Google needed more than just innovation; it had to prove its camera truly saw people more accurately than the competition.
Drawing on deep cultural insights around representation in art and activism, we partnered with The New York Times’ T Brand Studio to concept and produce a series of podcast ads, print pieces, and films. These stories centered civil rights icons and emerging artists alike—presented with honesty, dignity, and visual fidelity. This resulted in a wave of conversation about image equity, earning praise across both the creative and tech industries. It helped establish the Pixel 6 as a genuine step change in camera technology—and earned a Cannes Mobile Lion along with a Publisher’s Award from The New York Times.
THE BIG PICTURE
GOOGLE PIXEL
A TECHNOLOGICAL RESPONSE
TO A CULTURAL CALL
OVERVIEW
In the wake of George Floyd’s murder and the global rise of the Black Lives Matter movement, 2021 saw a renewed reckoning with systemic injustice—and a heightened demand for representation that was not only inclusive, but accurate. Across industries, calls to confront bias and reflect the full spectrum of human experience grew louder.
In this climate, Real Tone was more than a tech innovation—it was a cultural statement. Google's Pixel 6 became a platform to challenge how people of color had historically been misrepresented or overlooked by camera technology. They asked At Large to help them reimagine what it means to be truly seen.
THE PROCESS
GOOGLE PIXEL
CULTURAL INSIGHTS
01
EDITORIAL IDEATION
02
EDITORIAL OVERSIGHT
03
SCRIPT WRITING
04
For inserted audio ads in The Daily podcast and a number of brand films, we wrote scripts that balanced emotional storytelling with sharp messaging—highlighting both the limitations of past camera tech and the promise of Real Tone.
CAMPAIGN COPY
05
We crafted campaign copy that was clear, compelling, and grounded in cultural respect—language that amplified the mission without co-opting it. This creative was placed in print and digital versions of The New York Times.
EDITORIAL ACTIVATIONS
06
T Brand Studio/The New York Times