In October 2021, the Google Pixel 6 was due to launch and was set to be the best yet with new and improved features like Real Tone; which accurately photographs the beauty of all skin tones. As a brand that stands for Progress and who has an ambition to disrupt a crowded phone market, we helped Google Pixel to partner with and co-fund Channel 4’s latest show – Highlife. The first Black reality TV series in the UK, which follows the lives and loves of a group of ambitious, glamorous young British West Africans all chasing their own idea of success.

The partnership included bespoke TV sponsorship idents featuring leading Black British comedians, alongside contextual ads starring the Highlife cast that brought Pixel 6 features to life through their personalities and stories, creating a deeper, more culturally resonant connection with the audience.

Creative Director: Claire Baker