Pixel Escape Game
Client Google | Agency Amazon Brand Innovation Lab
Role Creative Director
The brief
The Pixel Ecosystem - that’s Google’s Buds and Watches - is the best way to get more from your Pixel phone.
But it’s got two big problems: lack of customer awareness and the huge range of 3P competitors in the market. So our challenge was to disrupt the market and let everyone know what the Pixel Ecosystem can do.
To engage a tech-savvy Gen Z and Millennial audience with the new Pixel Watch and Buds, we created The Escape Game - a digital escape room where customers can explore, escape and unlock exclusive Amazon-only discounts on the products. The game hits the beats our nostalgic gaming audience love thanks to its innovative isometric level design and stylised ‘cosy gaming’ graphics.
It features three themed rooms - The Party, Into the Woods, When in Rome - each with a unique product-driven challenge, a mini-game, and a custom soundtrack.
By completing each challenge and solving the mini-game, players unlock the next room—until the final challenge, where a well-earned discount code awaits.
As they play, customers discover the Pixel Watch and Buds’ key features—and how they can make life easier and more fun. Blending entertainment with product storytelling, the time spent in-game builds brand familiarity, encourages interaction with product benefits, and increases the chance of conversion.
The response
My role
Creative directing all aspects of the activation, from pitch to delivery of the final game and ad campaign assets.
Managing the client relationship with Google stakeholders.
Working with game development studio Dino Bros to create the final game in the UK and DE.
Voice of customer
“We left the pitch session with stars in our eyes, all ideas were brilliant and it was a difficult decision to make. the idea helped the negotiation on budget and we are thrilled to have this level of investment unlocked for the first time.”
Axelle Bourreau, Google Product Marketing Manager
Thank you to the team overall for the sprint and dedication it’s taken to get here. Exciting!”
Navine Arora EMEA GTM Lead - Google Ecosystem
