Street artist @itsaliving Brings Minty Freshness to Google's Pixel 8 Mint
Global creative studio Bespoke Digital continues to grow its innovative approach to content production with its latest for tech giant Google, marking its third consecutive launch collaboration with the brand. For more than 20 years, Bespoke’s expertise has evolved to include delivering on all aspects of its clients’ visions and multimedia needs, and introducing the minty fresh new Pixel 8 is no exception.
With its seasoned team of CG artists, editors, and colourists, Bespoke meticulously handled every facet of the project, from inception to post-production, and the final behind-the-scenes film. Playing such a pivotal role in planning the new product reveal, the studio worked for months on the execution. Along with Brooklyn-based artist Ricardo Gonzalez, aka It’s A Living, who hails from Durango, Mexico, Bespoke expertly teased the expansion of Google’s colour options for its Pixel 8 and Pixel 8 Pro, culminating in a standout live mural event in SoHo. Founder of Bespoke, Aaron Griesdorn shared, "This campaign required a myriad of cross-functional capabilities, which pushed our team at Bespoke to creatively leverage a diverse array of techniques that resulted in the most successful live event possible for our client. Our collaboration with Google is a perfect example of how Bespoke can seamlessly integrate with internal creative teams and help them bring their vibrant concepts to life.”
Included in the deliverables for this Google Mint Pixel 8 launch were a behind-the-scenes film, social media assets, original CG animation for 250 digital-out-of-home electronic kiosks across Manhattan and Brooklyn, an artist-painted static billboard at 389 Canal Street, commercial teasers (including CG elements), editorial, sound, colour grading, sourcing and coordinating the artist, production of 100 custom phone cases for a giveaway and 100 custom paint canvases for a painting class at the event, locations and permits, media recording, live-streaming, and the art installation at the Google store.
Eui-Jip Hwang, Bespoke’s executive producer on the project, said, "Having worked in advertising for a number of years, I find it exciting to witness the evolution beyond conventional commercials, seamlessly transitioning into the realm of experiential marketing. Our journey has not merely involved crafting traditional CG commercials; rather, we've pushed the boundaries, crafting immersive experiences that redefine advertising creation, revolutionising how it is consumed."
More than a product launch, this endeavour was a fusion of creativity, innovation, and a one-of-a-kind live experience that engaged audiences in unprecedented ways. Bespoke's ability to adapt, innovate, and tailor experiences to their clients' aspirations and needs has been well exemplified; and the studio’s distinctive combination of experience, knowledge, flexibility, and mastery of CG and design has enabled them to craft iconic moments that stand the test of time.
Bespoke’s full list of capabilities for clients includes content, brand, social, and digital strategy; media planning; creative direction, ideation, and art direction; 3D and CGI; immersive, interactive, and print design; web and VFX; visual direction, film and photographic production, stills and motion post-production, prepress, and printing production.
