To launch the Pixel 9 series in India, we turned the most traditional of channels – print – into a canvas for Google's most advanced AI features. Partnering with Flam, we transformed static newspaper ads into immersive Mixed Reality experiences that brought the Pixel 9 and 9a to life. With a simple scan, readers across the country stepped into Google’s AI-powered world and held the future in their hands.
Challenge
Google wanted to create excitement about its upcoming Pixel 9 series, with a launch campaign that challenged the smartphone status quo. We were asked to create a bold pan-India campaign that focused on the phones' key product features in an interesting way, while establishing Pixel as the smartphone for the Gemini era.
Approach
The first phase involved Google’s flagship Pixel 9. Our challenge: how to demonstrate its cutting-edge camera and AI capabilities in a static medium? Our solution: use print as the launchpad for a dynamic MR experience. Readers scanning the ad were met with a striking 3D scene: three Pixel 9 phones in different colors, each showcasing a hero feature. The execution was premium, intuitive, and on-brand, giving users a hands-on feel for the device without ever leaving the page.
Phase two extended the innovation to Google’s entry-level Pixel 9a. The experience dialed up interactivity, letting people hold the product virtually and examine it from every angle. And by linking QR codes to nearby retail partners, we made the journey from ad to action frictionless.
The MR layer was never treated as a gimmick, but a natural extension of the print itself. Clean layouts, minimal design cues, and subtle animation hints invited curiosity without overwhelming the reader. Once scanned, those cues expanded into fully interactive environments – every transition, typeface, and animation considered to match Google’s brand language and deliver a sense of magic made real.
Results
We turned a passive format into a digital-first brand experience, helping Google reimagine the Pixel 9 series launch and push the boundaries of what print can do. The MR experiences drove high engagement with users scanning, exploring, and sharing their interactions organically. By blending print with next-gen technology, we brought Google’s AI features to life and proved that in the right hands, even the most traditional of mediums can become gateways to the future.
