Google // Pixel 2 @ Coachella
PROMOTING PIXEL 2 @ COACHELLA
Art Installation & Content Creation
-Google / Hardware-
To celebrate the incredible camera on the new Google Pixel 2 smartphone, I led and built an installation featuring dichroic film on plexiglass panels in the middle of the desert sun at Coachella to promote content creation and capture on the new camera. Dichroic film leaves a colored shadow as it refracts sunlight at different angles during the day - setting the stage for a forever changing, punchy selfie moment. Brand ambassadors in Google-branded overalls put the phone in festival-goers’ hands to show the power of the new camera. The experience was copied into the iconic ferris wheel, where guests were given a Pixel 2 to play with while riding and looking over the polo fields.
Role: Design Director @ MKG. Lead ideation and concept development of installation, built, tested and prototyped dichroic panels and lighting treatments to highlight camera functions, lead design team during install and live event.
OBJECTIVE + STRATEGY
Objective: drive awareness of new Pixel 2 camera and the incredible new functions
Strategy: build a dynamic installation at Coachella by the festival entrance to capture festival-goers and get phones in hands to test, and showcase a color palette and mood direction that is reminiscent of the Google brand colors and structured aesthetic, fit to a desert festival environment
Outcome: a reflective, eye-catching and functional art installation that lived throughout the two weekends at Coachella adjacent to the iconic ferris wheel, which resulted in amazing photos taken on the new Pixel 2 camera sent directly to guests’ email or text for shareability
The reflective nature of the dichroic material forced incredible shots of the festival landscape, including the iconic ferris wheel.
Brand moments were layered into each of the experiences to be captured in content.
Festival-goers had a chance to experience the new phone firsthand, and send the photo direct to their own device for sharing.
The art installation transformed perfectly from day to night to extend the experience with integrated lighting tubes.
Photography: @MarissaJoyPhoto - www.marissajoyphotography.com
