Challenge

Get Wicked Fans who are indifferent about Pixel, to become aware of and excited about the misunderstood and unknown features of Google Pixel 9 series; by leveraging interest in the talent and Wicked premiere to showcase Google AI on Pixel as a new way.

Solution

Modern movie press circuits proliferate culture through social trends like thematic dressing and aligning to Wicked gives Pixel the opportunity to demo the product magic of AI on Android and Pixel through the lens of Vogue. Android and Pixel are champions of individuality, self-expression, and defying expectations. Just as Oz opens up a more imaginative world, Gemini on Google Pixel can inspire and enchant, offering new experiences and possibilities.

Pixel and Vogue partnered with actress and fashion icon Cynthia Erivo to showcase the magic of Gemini Live on the Pixel 9 to engage fashion-forward fans. The social-first, ‘Get Ready with Me’ content offers behind-the-scenes glimpses of Erivo's premiere prep with stylist Jason Bolden, that integrates Gemini Live into the conversation. From providing everything from nail styling tips to finding the perfect cast mate gift, and even settling the London vs. LA style debate (spoiler alert: London wins!) Gemini has all the answers. The campaign culminates in following Erivo on the LA and London red carpets, capturing her stunning haute couture looks with the Pixel 9.

Targeting the entertainment and fashion cultural peak of the red carpet moment, Pixel's GRWM content, sits alongside Cynthia Erivo's hero red Carpet shots all captured on the Pixel 9 Pro sitting across Vogue US  + British Vogue’s IG & TikTok channels and Talent’s own social channels.