As the Head of Video at Essence, I worked very closely with our main client Google on many product launches, including their Pixel phones. For the Pixel 6 launch, we partnered with Google’s retained creative agency who were producing ads for TV. It was my job to re-work and re-concept the ad for multiple digital and social placements including Meta, TikTok, Snapchat, Display and YouTube.

I storyboarded and oversaw the post-production of 10s of variations to promote specific features to interested audiences, optimising and editing for each platform individually. In-stream and in-feed ads were treated and cut differently with front-loaded attention being the most important factor.

And for display ads, which traditionally struggle with larger high quality video assets, we used streaming technology for the delivery of full quality video into traditional banner placements across the Google network without having to compromise on quality or length - by partnering with SeenThis.

The campaign was a huge success for Google, and they have come back to Essence for every Pixel launch since.