Challenge

Drive consideration of Google Pixel 3 by showcasing that it’s camera quality is even good enough to shoot magazine covers.

Solution

We set out to show what happens when the world's top photographers shoot the most iconic magazines on a Pixel 3. We intended to disrupt the traditional magazine cover, to push the boundaries on what editorial can do for a commercial partnership.

In its biggest simultaneous cover campaign, Condé Nast handed over seven November magazine covers and two digital covers (Conde’s first-ever digital covers) to be photographed with Google’s newest Pixel 3 phone, by world renowned photographers such as Annie Leibovitz

The Conde Covers were unveiled during Pixel’s Global IO launch. Once showcased on stage, #CondeCovers quickly became a top trending topic on Twitter. Our strategy was to infiltrate Pixel into social conversation, newsfeeds and celebrity followings. 

The GQ Digital Cover tapped supersized NBA talent Joel Embid while the first ever Vogue Digital Cover capitalized on a celebrity wedding event of the year, Nick Jonas and Priyanka Chopra - all to spotlight camera prowess and align to cultural sporting and celebrity moments. It was the first time a Conde partnership scaled a social footprint of over 200MM imps. 

It required a carefully planned social strategy, multi-layered talent usage rights & contract negotiation, global extensions to other markets - Teen Vogue in Japan + Wired & GQ in EMEA replicated the blueprint we set up in the US. The global partnership was amplified across print, digital, social, talent handles,

Talent included: Cardi B, Ryan Gosling, This is Us cast, Angela Basset, Alessandra Ambrosio, Joel Embiid, Nick Jonas and Priyanka Chopra.