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Google Pixel - Minty Fresh
WHAT:
Google Pixel Germany — Europe-wide Campaign
WHEN:
2024
WHO:
Creative Director of Concept
with Kemmler Kemmler
HOW:
For the 2024 launch of the Google Pixel 8 in Mint, a Europe-wide campaign was developed with Germany as the lead market. The brief was to introduce a new colourway in a way that felt culturally sharp and visually unexpected, while remaining unmistakably Pixel. Minty Fresh reframed the product launch as a bold sensory moment, using freshness and colour as the central creative device rather than traditional tech messaging.
The role focused on shaping the initial creative direction and establishing a clear, scalable vision across channels. This included concept development and briefing artist Max Siedentopf, who then carried the campaign forward through execution. The strength of the idea led to the campaign expanding from an originally social-first brief into print and large-scale out-of-home placements, rolling out across multiple European markets while maintaining a cohesive visual language and tone throughout.