Google Pixel x WNBA ASW '23
GOOGLE PIXEL x WNBA ASW ‘23
Role: Ideation, Art Direction, Creative Direction, Design
Art Direction: Sadé Robinson, Michael James Darienzo
Creative Direction: Alberto Chapa, Michael James Darienzo, Carrie Oehm, Sadé Robinson, Jimi Henderson
Production Team: Shannon Byrd | Brand Team: Saxx Booker, Duke Nyugen, Maria Medrano
Production Partner: NRG
Client: Google Pixel
As an extension to our Google TVC spot “The Greatest Watch Party” we created an on the ground activation called , The Google House, at WNBA Live during WNBA All-Star weekend.
When we first began conceptualizing the space we knew that the feel had to match what was seen in the spot. To capture that hypeness, we wanted guests to feel like they were walking into a true house party.
Off-site, we had two other activations. We hosted a Google Pixel Player’s Lounge and an ASW party for Candace Parker.
Check those out below.
For our ‘foyer’ we went with an epic tunnel walk that allowed all who walked in to feel like an all-star in their own right.
Getting the floor plan right was imperative, and our production partners at NRG took the designs and moodboards that we crafted to execute this perfectly.
The Google House consisted for four main rooms: The Google Gallery, The Player’s Closet, The Counter and The Living Room.
We gift everyone with some swag when they left the house! To stay on theme we gave out cozy items to lounge around in when at the crib.
A duffle for travel, some socks to slide around in and a comfy hoodie for any occasion.
SOCIAL CAPTURES
We also partnered with the WNBPA to create the Pixel Players Lounge dedicated to the athletes, legends, and partners.
Everything from the content studio to the gifting suite was curated for the amazing athletes of the WNBA -- and was all done in collaboration with women-led brands and creators.
I’m grateful for all who pulled up!
Google Pixel Player’s Lounge
We wanted The Player’s Lounge to be a way for players and VIPs to kick back and relax.
With this in mind we wanted to produce a feeling of an exclusive and intimate space that still spoke to Google Pixel’s branding.
We introduced a regal purple and gold color scheme and wove it into Google’s primary colors. We designed graphics throughout the space that would align with the designs we had at Google House in order to keep the overall look cohesive.
Candace Parker ASW Party Backdrop
The final off-site activation was Candace Parker’s ASW party.
We wanted to design a cool photo backdrop for the Google Pixel selfie cam.
Our chosen art direction was a throw back 90’s inspired backdrop that had an airbrush style.
I painted this in illustration in Procreate.
