Directed by Somesuch's Isaac Lock.
Formula 1 driver Oscar Piastri has made the switch to a Google Pixel in a campaign via Emotive.
The campaign marks Emotive’s first work for Google Pixel.
“This campaign challenges complacency,” said Emotive chief creative officer Gavin McLeod.
“Oscar knows better than most that progress comes from being willing to switch. He has done it in his career, so he is the right person to encourage Australians to step out of autopilot with their phones and expect more.
“And, of course, Oscar never overplays it. He lets the Pixel advantage speak for itself.”
Aimed at millennials, the work is designed to show how making a change can lead to something better.
The campaign was directed by Isaac Lock of Somesuch, whose work includes celebrities such as Dua Lipa and Victoria Beckham.
The broader campaign rolls out across Australian Open broadcast, on-ground activations, influencers, PR and social storytelling.
“The work joins a body of global Google Pixel campaigns that highlight icons such as basketball legend Stephen Curry and football star Sol Campbell switching to Pixel in the pursuit of something better,” said Google director of devices marketing, Julia Davis.
“We were thrilled to collaborate with Oscar for this next chapter, utilising his signature deadpan humour to provoke in a way that’s fun, distinctive and memorable.”
Campaign Credits
Client: Google Australia
Chief Marketing Officer: Suzana Ristevski
Director of Devices Marketing: Julia Davis
Senior Marketing Manager: Nicole Lendarduzzi
Marketing Manager: Nicholas Hirst
Marketing Manager: Maggie Pan
Creative Agency: Emotive
CEO & Founder: Simon Joyce
Executive Strategy Partner: Sebastian Revell
Chief Creative Officer: Gavin McLeod
Creative Direction: Justin Drape via Creativity & Commerce
Head of Earned Creative: Jessica Cluff
Senior Creative Director: Rupert Taylor
Associate Creative Director: Edward Macaulay
Head of Design: Daniel Mortensen
Senior Designer/Animator: Chris Cooper
Business Director: Monika Vidovic
Senior Account Manager: Tyler Ronaldson
Head of Production: Hayley-Ritz Pelling
Senior Producer: Cate Hartmann
Senior Video Editor: Sam Gadsden
PR: Emotive
Head of PR: Hannah Devereux
Production: Somesuch
Director: Isaac Lock
Executive Producer: Tara Riddell
DOP: Oliver Ford
Service Production Company: The Lift
Post Production: ARC EDIT
Audio Production: Electric Sheep Music
Media agency: MFG
