TRANSFORM
"Before transition, countless memories disappear"
Google Pixel
Art Director
Designer
Copywriter
Clios 2025 - Shortlist
Y.O. ADC 2025 - Merit
Y.O. ADC 2025 - Merit
AD: Brandon Borga
AD: Micaela S. Feijoo
BRIEF
Google Pixel must expand its market by using AI to create a more personal, affirming experience, positioning Pixel 9 as the go-to device for authentic self-expression and inclusivity.
Insight
People with gender dysphoria often avoid being photographed. For many trans individuals, seeing pictures of themselves before transitioning can be distressing—triggering discomfort, dysphoria, and even trauma. These images may feel like a mismatch, failing to reflect their true gender identity and leaving them feeling disconnected or alienated from themselves.
IDEA
The new Google Pixel AI helps transgender people who haven’t transitioned yet see themselves as they truly feel—so they no longer have to avoid photos and miss out on capturing meaningful memories.
