Works / Google Google

Google Pixel

Launch system for the Pixel 8 Pro lineup — a typographic-led visual language that gave Google's hardware its own confident, slightly mischievous voice without ever crowding the products themselves.

Client: Google
Role: Art Direction & Design
Studio: FutureDeluxe
Year: 2025
Tags: campaign · brand · type · motion · 3D
External: behance.net ↗

Description

The puzzle on Google Pixel was tonal as much as visual: how do you make a hardware launch feel distinctly Pixel — quirky, a little playful, a little knowing — when the temptation is always to over-design around very serious-looking aluminum and glass? We led with type. Letterforms became the staging — oversized, loose, treated as architecture rather than caption — and the product photography slotted in at confident, almost iconic angles. The personality lived in the negative space and the type tempo, not in chrome reflections.

I co-art-directed alongside Stefan Kang and was hands-on through design and animation, which kept the system honest: every layout had to survive the move from frame to motion without losing the joke. The materiality of each Pixel device — the satin frame, the camera bar, the colorways — drove the palette and the layout grids, so the whole campaign reads as one family even as the typographic experiments push around it.