Google partnered with Donald Glover (as his musical alter ego, Childish Gambino) in early 2019 to promote the Google Pixel 3 and its augmented reality Playground feature.

Childish Gambino + Pixel 3

Creative Collaborators

Donald Glover, Sing J Lee, Sherrie Silver, Sylvia Zakhary, Fam Udeorji

Client

Google

Synopsis

We collaborated with Donald Glover on building out his exclusive AR avatar rollout anchored by a high-impact GRAMMYs moment to position Google Pixel 3 at the center of culture. We bypassed traditional product advertising to broadcast a dance battle between Glover and his AR Playmoji set to the unreleased track, “Human Sacrifice.” Aired immediately following his Song of the Year win—and serving as his only appearance during the ceremony—the commercial sparked a global movement, reinforced on social channels by choreographer Sherrie Silver and the viral #PixelDanceOff challenge.

  • Childish Gambino (Donald Glover) teamed up with Google & Mamag for a major marketing campaign promoting the Google Pixel 3 and its augmented reality Playground feature, with choreographer Sherrie Silver
  • A 3D animated male figure with dark hair, a beard, and a serious expression, wearing a white shirt. In the background, a blurred real person in a white shirt is standing.
  • Digital illustration of a shirtless man with dark skin, a full beard, and curly hair, wearing gold necklaces against a gray background.
  • Two men wearing white t-shirts and jeans are dancing or performing on a black background with a reflective floor.
  • Animated male figure with curly hair and beard jogging on a sandy beach with palm trees and people in the background.
  • A collage of four images featuring a cartoon-style man with curly hair and a beard. In the first image, he's singing with two women sitting on a couch indoors. In the second, he's running on a beach with palm trees in the background. In the third, he's taking a selfie with a woman outdoors, both smiling. In the fourth, he's dancing in front of a blue and white wall, with a woman standing nearby.