Unboxing the latest and greatest smartphone

Designing an end-to-end media event seen and shared by millions

A virtual intro that rivals real life

For the Pixel Fall Launch event, Google needed to showcase its state-of-the-art flagship Pixel 6 Pro to a global audience of press and users. But how do you make people feel like they’re experiencing the phone’s innovative hardware when they can’t actually touch it for themselves?

We used 3D modeling and animation to bring the physical features of the Pixel 6 Pro to life—balancing the technical details with the aesthetic beauty of the product.

Making the universal feel personal

Material You, the colorful, customizable Android software, is the heart of the experience for Pixel 6 owners. We used 2D animation and sleek transitions to weave in the Material You look and feel, then added deconstructed UI to highlight individualized functionalities.

A first-person view of the features

To demonstrate the magic of the Pixel 6, we created a first-person walkthrough of the phone’s most compelling features. Then, we gave users a behind-the-scenes look at the complex processes, like HDRnet, that power these features.

It’s all in the details

Building excitement requires telling a strong story. We crafted a broadcast graphics package of transitions, lower thirds, bugs, and interstitial elements that extended and unified the narrative from the talk track through every piece of the show.

Maximizing the momentum

We designed snackable, shareable content for the audience to interact with both during and after the show, extending the conversation beyond those who tuned in live. Viewers and press accessed a live-curated sidebar of downloadable content while watching and shareable social and media kit assets afterward.

Experience the first unboxing of the Pixel 6 for yourself at pixelevent.withgoogle.com.

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