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Google
Sci-Fi Super Mall

Bladerunner, Stranger Things, VR and stuff are super 🔥 right now. We let this sci-fi insight play a key role when Google asked us to launch the Pixel 2 in Germany.

The challenge was no easy feat, with the smart phone market being one of the most saturated and the tech-savvy target audience being tough to excite and inspire.
So we ran at this challenge with gusto and flexed biceps, as we do. Our idea was to illustrate the magic of Google’s AI in a fresh and engaging way, bringing the features of the phone to life.

The project included the production of a Sci-Fi Super Mall - a mega interactive experience, adapting the “Ask More Of Your Phone” global strategy in Germany, media strategy, developing and producing social content, keeping the conversation running for 12 months and community management. No sweat, right?

In collaboration with BAM, we got the convo going by building a squad of influencers to help develop advocacy and desire, inviting them to a special seeding event where they were shown the in’s and out’s of Pixel with 032c.

We partnered with Boiler Room to transform a vacant space in Berlin’s Neukölln district into an AI playground, resulting in the first ever Sci-Fi Super Mall. Inside the space, experiential rooms were created playing to each of the phone’s key features.

Boiler Room’s Pixel Records focused on the intersection of AI and music whilst the Pixel Portrait Studio allowed guests to create an album cover to take away. The VR Dance Room also allowed guests to try out Daydream while Google Eats allowed guests to translate the food menu into their own language.

With 715 attendees, including press, a selection of top influencers and guests, the event was the talk of mass and cultural media, ending with a party curated by Boiler Room, featuring German rapper Rin, to keep the good times flowing.

Credits

  • Client: Google
  • Managing Director: Sophie Mayer
  • Executive Creative Director: Leila El-Kayem
  • Concept: The Adventures Of
  • Creative Director: Felix Stock, Darren Cronje
  • Designer: Max Pirsky, Sol Oh, Edouard Duvernay
  • Visual Design and Direction: Sunst Studio
  • Motion Design and Direction: Monomango
  • Technical Partner: ICT
  • Director Branded Content: Samuil Tatchev
  • Copywriter: Anna Dressler
  • Business Strategy Director: Delia Ferreira
  • Business Strategist: Mona Vogel
  • Media Director: Dan Ball
  • Creative Producer: Sophie Ulrich
  • Production: Babelsberg Studios
  • PR and Influencer Management: BAM
  • Event Producer: Ernesto Galarza Bello
  • Community Manager: Niklas Thürmann