Don’t Be Afraid of the Dark
Client: Google Pixel
Insight: Google Pixel 4a 5G phone takes excellent photos in low light.
Big Idea: The dark doesn’t have to always be so scary.
Graphis New Talent Annual 2022 Silver Award Winner
Art Director: Victoria Lin
Scan the QR code to really discover what’s hidden in the dark.
Digital
We're creating carousel ads on Instagram that represent the before and after wow moment with Google Pixel. The first picture shows the dark image, which looks scary and creepy, and the second image shows the bright image, revealing the dark isn't that scary anymore.
Experiential
We're creating a coffee table book that captures the truth of images taken in the dark with Google Pixel. Users can open the page, view the intriguing dark image, and scan the QR code, which takes users to the clear, bright image taken on Google Pixel.
Outdoor
We're creating subway station ads that first show a creepy, dark image. Users can walk up to the billboard, place their finger on the toggle, and move it to the right to see how it then transforms into the clear, funny Google Pixel image.
Nontraditional
We're creating an art gallery that encapsulates the beauty of the dark. We're breaking down expectations of the dark being scary by taking images that look gorgeous in darker light, thanks to Google Pixel. The left side of the gallery shows the scary image shot by competitor, and the photos on the right are the Google Pixel images, proving that the dark isn't so scary once you can capture it properly.
