GOOGLE PIXEL / NBA ‘23-‘24 TIP-OFF
BUILT DIFFERENT
#TEAM PIXEL #BUILT DIFFERENT
For the 23/24 NBA season we were tasked with making Pixel’s “The Only Phone Engineered By Google” tagline relevant to hoops fans. We came up with the thought of ‘Built Different’, tying the phone’s next level performance to your fav hoops stars otherworldly abilities.
Then to make it relevant to everyone, we tapped Gen Z’s fav comedian, Druski, and had him his use his Pixel to live out every hoops fans secret dream of making the league.
The campaign kicked off with a series of social stunts the week before tip off, then a national TVC campaign plus social, content, and experiential activations rolling out all season long.
Agency: The Robot Co
Director: Tony Yacenda (Smuggler)
ECD: Adrian Flores
CD: Justin Joo, Alberto Chapa
Creative Team: Asia Irvin, Sammy Gold, Michael Darienzo
Producer: Cary Luecke
THE DECLARATION
We kicked off the campaign with a heartfelt message from Druski to his fans, and the hoops world at large.
THE INTERVIEW
Which led to a sit-down with the every NBA player’s fav interviewer, the incomparable Taylor Rooks.
THE HOOPSTAPE
Then to show we were serious, we made like any rising young hoops star and dropped our “Hoops Tape”.
THE TV
Then we flooded every NBA game with promos for a faux reality TV show that followed his season long journey. Druski will make it to the league by any means necessary–as a NBA prospect, league stylist, league photographer, NBA agent, or NBA commentator.
DRUSKI, THE NBA PROSPECT
DRUSKI, THE NBA PHOTOGRAPHER
DRUSKI, THE NBA COMMENTATOR
DRUSKI, THE NBA AGENT
DRUSKI, THE NBA STYLIST
THE AFTERSHOW
And like any reality show, we had to have an after show where the stars could say what they’re really thinking.
THE BUILT DIFFERENT BTS
![]()
![]()
![]()
![]()
![]()
![]()
#TeamPixel #BuiltDifferent
We kicked off the campaign with a heartfelt message from Druski to his fans, and the hoops world at large.
THE INTERVIEW
Which led to a sit-down with the every NBA player’s fav interviewer, the incomparable Taylor Rooks.
THE HOOPSTAPE
Then to show we were serious, we made like any rising young hoops star and dropped our “Hoops Tape”.
THE TV
Then we flooded every NBA game with promos for a faux reality TV show that followed his season long journey. Druski will make it to the league by any means necessary–as a NBA prospect, league stylist, league photographer, NBA agent, or NBA commentator.
DRUSKI, THE NBA PROSPECT
DRUSKI, THE NBA PHOTOGRAPHER
DRUSKI, THE NBA COMMENTATOR
DRUSKI, THE NBA AGENT
DRUSKI, THE NBA STYLIST
THE AFTERSHOW
And like any reality show, we had to have an after show where the stars could say what they’re really thinking.
THE BUILT DIFFERENT BTS
#TeamPixel #BuiltDifferent