2025

NYC

CASE STUDY

GOOGLE PIXEL

NEW YORK

AT TOOL FOR THE WORLD

TO BETTER SEE ITSELF

AT TOOL FOR THE WORLD

TO BETTER SEE ITSELF

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

HOW IT CAME TO LIFE

HOW IT CAME TO LIFE

CULTURAL INSIGHTS

01

We began by examining the deep-rooted biases in traditional camera technology—especially its failure to accurately render darker skin tones. Through conversations with artists, activists, and cultural historians, we uncovered a powerful truth: to be misrepresented in an image is to be made invisible in the culture.

We began by examining the deep-rooted biases in traditional camera technology—especially its failure to accurately render darker skin tones. Through conversations with artists, activists, and cultural historians, we uncovered a powerful truth: to be misrepresented in an image is to be made invisible in the culture.

EDITORIAL IDEATION

02

Collaborating closely with The New York Times’ T Brand Studio, we developed a narrative approach that felt both culturally resonant and emotionally grounded.

Collaborating closely with The New York Times’ T Brand Studio, we developed a narrative approach that felt both culturally resonant and emotionally grounded.

EDITORIAL OVERSIGHT

03

From start to finish, we led the assignment and production of stories —pairing writers and artists with subjects whose lived experiences reflected the core message of Real Tone.

From start to finish, we led the assignment and production of stories —pairing writers and artists with subjects whose lived experiences reflected the core message of Real Tone.

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

The campaign launched with a coordinated rollout across digital, print, and audio platforms—timed to coincide with broader conversations around representation and equity.

The campaign launched with a coordinated rollout across digital, print, and audio platforms—timed to coincide with broader conversations around representation and equity.

Work on Behalf of:

Work on Behalf of:

T Brand Studio/The New York Times

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