Google has launched a campaign to showcase its Pixel 6 ‘Magic Eraser’ tool with creative input from agencies Anyways Creative and Amplify.
The AI-driven technology helps Google Pixel 6 users remove unwanted objects, distractions or people from their photos.
Creative agency Anyways helped produce a digital campaign and cinema film titled ‘World of Magic’ that intends to show the public how passers by, objects and even unwanted clouds can be erased from pictures.
Collaborating with Partizan director Sophia Ray and VFX company Coffee & TV, the agency wished to construct a ‘weird and ‘wonderful’ alternate reality where commonly erased objects such as pylons, traffic signs and vehicles are ‘set free’ and ‘infinite’ creative possibilities become available.
“With this concept we wanted to flip what could be an expected product demo on its head, celebrating what has been erased, and where it goes, rather than only the picture-perfect image you are left with at the end,” Anyways Creative creative director, Ellen Turnill Montoya, said.
“We hope this helps audiences to experience the Magic in Magic Eraser! It’s been amazing to bring this to life with the incredible teams at Google, Partizan, Coffee & TV as well as our director Sophia Ray.”
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Experience and culture focused agency Amplify added to the campaign by bringing the Magic Eraser tool to life through a hands-on ‘Google Pixel World of Magic’ experience which launched yesterday in Piccadilly Circus.
The live experience , which is free to enter and runs for two weeks, aims to immerse audiences in the playful Google Pixel World of Magic by inviting them into a ‘fantastical’ physical space full of photo experiences.
“From hands-on moments with the feature in the Unexpected Photobooth through to fantastical interactive installations celebrating the Deleted Delights, the entire space is designed to encourage content capture and immerse visitors in the power of the Magic Eraser,” Google added.
Amplify had previously worked with Google on its Pixel 3 ‘Curiosity Rooms’ campaign in 2003.
Amplify creative director Vicky Baker concluded: We’ve leaned on all the superpowers of experiential and spatial design to build on the world of the film, immerse guests in the magic and get them hands on with the phone.”
“It’s been a huge cross-agency effort, not to mention a roster of amazing partners including scenographers, props makers and a poet, all bringing their own particular brand of magic to deliver a wonderful world of deleted delights.”
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