TVC, social, 

My role: research, insight and concepting

Challenge:
Google Pixel set out to show how its technology could empower fans and creators to capture football in a more personal and authentic way—highlighting the phone’s camera and AI capabilities through real moments from the world’s biggest stage.
 

Outcome and my role:
Football on Pixel invited fans, players, and creators to document women’s football using the Google Pixel—positioning the device not just as a tool, but as a platform for visibility. With only 4% of sports media coverage dedicated to women’s sport, the campaign aimed to help shift the balance by enabling people to create and share the coverage themselves.
 

During this campaign, I developed the core insight and creative concept—centred on the idea that if traditional media only gives us 4%, we can use Pixel to create the other 96%. This became the foundation for a platform that encouraged fans to become active participants in reshaping the narrative around the women’s game.
 

Results:
The campaign was awarded at the Drum Awards for Digital Industries and recognised for its role in reshaping how women’s football is represented. By turning audiences into storytellers, Football on Pixel helped push underrepresented moments into the spotlight—one frame at a time.

https://www.campaignlive.co.uk/article/google-pixel-launches-womens-football-collective-close-gender-gap-sport/1829084