NBA x Google “Project Built Different”
Art Direction x Design
DOC 234—34/2
DOC 234—34/2
ECD: Adrian Flores
CD: Justin Joo, Alberto Chapa
Senior AD: Michael James Darienzo
Creative Team: Asia Irvin,
Sammy Gold
Producer: Cary Luecke
Director: Tony Yacenda (Smuggler)
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.
We tapped every athletes favorite comedian, Druski, and had him use his Pixel to live out every fans dream: 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 bringing an experiential activation “The Pixel Combine” to NBA ASW.
