For the launch of Google’s 2019 suite of hardware products, including the Pixel 3 smartphone, Google activated two retail spaces in New York and Chicago. Taking inspiration from the classic neighborhood hardware store, we helped them create in-store programming and digital content that anchored the campaign with the call to action—What will you make today?

PROGRAMMING

TOOLBOX SHOW & TELL Videos

The centerpiece of the space was a whimsical, tech-enhanced treehouse. We invited up-and-coming makers and artists (and one cronut-inventing culinary genius) into the Google Treehouse to share the tools that power their craft.

STORE TAKEOVERS

We were also tasked with concepting seasonal takeovers of the space, from a haunted treehouse in October to giving Black Friday a new coat of paint with Pixel 3’s newest color, Not Pink. And for the holidays, a gingerbread treehouse. Each visit to the store was something new to share.

TREEHOUSE TRACKS

Every two weeks, we hosted an intimate live performance from Google’s YouTube Music “Foundry” group of local up-and-comers, like Cautious Clay, Jamila Woods, Spencer Ludwig and Joseph Chilliams.

PIXEL WALKS

We needed a way to drive product demos without the usual in-store gimmicks. So, I came up with Pixel Walks, guided tours by Google’s talented #TeamPixel influencers. Now, instead of a run-of-the-mill tutorial, fans could take the new Pixel 3 out on a street shoot in NYC and Chicago, led by photographers who knew where to take the most gram-worthy shots.