NBA X GOOGLE PIXEL :
BUILT DIFFERENT
NBA Brand Campaign - Integrated
As the only phone engineered by Google, Pixel 8 is Built Different— just like NBA fans’ favorite players.
So to show how Pixel brings fans closer to the game they love, we created a fully integrated, season-long story around viral comedian, Druski, living every fan’s dream by using his Pixel to try and make the NBA by any means necessary.
Bleacher Report
House of Highlights
EP 1- DRUSKI BECOMES AN NBA PROSPECT :30
EP 2- DRUSKI BECOMES AN NBA AGENT :30
EP 3- DRUSKI BECOMES AN NBA COMMENTATOR :30
EP 4- DRUSKI BECOMES AN NBA photographer :30
EP 5- DRUSKI BECOMES AN NBA STYLIST :30
launching with
a viral social stunt
We convinced the hoops world to think a comedian was actually declaring for the NBA, and racked up millions of views.
STEP 1: DECLARE FOR THE NBA DRAFT
We kicked it off with a heartfelt message to the fans from Druski in an early 2000’s draft night suit.
STEP 2: DO A TELL-ALL INTERVIEW
Then he told the world to put some respect on his name in a long-form interview with NBA media personality, Taylor Rooks.
STEP 3: DROP SOME HIGHLIGHTS
Then we had Druski do what every young prospect does: drop a highlight mixtape (shot on Pixel).
ON NBA OPENING NIGHT, WE MADE THE MOST TALKED ABOUT PLAYER ONE WHO CAN’T EVEN MAKE A JUMP SHOT
Plus organic traction from NBA Twitter, sports news staple: League Alerts, and legitimate NBA GM/scout, Daryl Morey
THE aFTERSHOW
Every good reality show needs an aftershow. So after each episode in our TV campaign aired, we dropped the featured stars’ candid thoughts about Druski’s journey on social.
*We made this during downtime on set with 1 green screen, 3 pixels, and 0 extra production support.
find the next step in druski’s season-long journey at our all star weekend activation
Made for Google Pixel at The Robot Co with:
VP of Creative: Adrián Flores - CD: Alberto Chapa - ACD: Justin Joo - Sr AD: Michael Darienzo - AD: Asia Irvin - CW: Sammy Gold
Director: Tony Yacenda (Smuggler) - Editors: Nick Rondeau and Nick Divers (Cabin Editorial) - Color: Company 3 - Sound: Human