PROJECT BUILT DIFFERENT

This year for tip-off we wanted to show how the everyday fan can become built different and follow their hoop dreams with a built different side kick: the Google Pixel 8. And whose a better representation of the everyday NBA fan than our Team Pixel member, Druski.

We kicked off the campaign with a random declaration vid from Druski, in an early 2000’s oversized suit gag, telling his fans he’s coming after his dreams.

WAIT… HE GOT A TAYLOR INTERVIEW?

After his declaration gained a bit of traction, Druski got invited to a Taylor Rooks 1 on 1 faux interview to talk about this whole joining the NBA thing.

Taylor’s charming charisma made for some pretty funny answers from Druski.

RELEASE THE CLIPS

Taylor Rooks has a point… we’ve never actually seen Druski play basketball. So Google Pixel filmed his debut hoops mixtape to get the streets talking about how good his game is (or how clear Google Pixels phone quality is). The clips have finally been released, Druski is a valid NBA ‘24 prospect. (Check out my producer tag at the beginning 💯🤧)

EXTENDING TO TVC

So now that our social plays have people in on this whole ‘Druski making it to the league’ thing, we wanted our TVCs to be a reality show overlap on how Google Pixel 8’s features can help him actually achieve this goal. Even if its not a player. Druski will make it to the league by any means necessary- if its a NBA stylist, a league photographer, a NBA agent or a NBA commentator.

Google Pixel 8 has built different features that makes Druski built different too.

The Robot Co. - The SpringHill Company

VP of Creative: Adrian Flores

Creative Director: Alberto Chapa

ACD Copy: Justin Joo, James Henderson

AD: Asia Irvin, Michael Darienzo