Marketing Promos

Animations for Google’s Pixel 6 Launch

Client | Google
Agency | 1stAveMachine
Direction | Roman Rütten
2D Animation | Buff
3D Animation | Found

Experiential retail motion design for the Google Pixel 6 flagship launch.

Google is a multinational technology company on a mission to organise the world’s information and make it universally accessible and useful.

The Challenge

Tech giant Google wanted to create a series of animations for the launch of the Pixel 6 phone. The videos were designed to play out across multiple curated screens in Google’s flagship store in New York.

There were 6 window bays with screens in the store. Each bay was assigned a specific persona to provide a lens through which narratives could be told to highlight specific features of the phone.

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The Solution

We collaborated with two powerhouse agencies to deliver this project: 1stAveMachine & Found. We were supplied 3D renders of the device and shot footage, as well as a base edit to work from with text on a timeline. Our role was to use motion graphics to tie the assets together and tell the story.

We began the project with a rigorous R&D phase where we explored finding the right level of playfulness and character for the animation style. We had sight of Google’s recent campaign assets to give us a jumping-off point. We wanted to bring the characteristics of the features into the way we animated the type to personify the words. Our goal was to find a balance between creating realistic user journeys whilst also highlighting parts of the UI and embellishing the animation to keep it interesting as a promo.

The videos needed to loop in sync with each other so that a viewer could see the Google logo animating on multiple screens in time together. This meant working with a precise fixed duration for the animations. The video above shows a montage from the final collection of videos. The video below shows all six videos playing out simultaneously. The final deliverables were 6x 45s videos.

The Google Pixel 6 Launch animations are a series of motion graphics produced by Buff Motion for Google, designed to play across multiple curated in-store screens at Google's flagship retail location in New York. Brighton-based Buff Motion, a certified B Corporation, was engaged via production company 1stAveMachine, with direction by Roman Rütten and 3D animation provided by Found studio, while Buff Motion handled all 2D animation. The store comprised six window bays, each assigned a distinct persona to frame narratives around specific features of the Pixel 6 handset. Buff Motion was supplied with 3D device renders, shot footage, and a base edit with text on a timeline, and used motion graphics to unify these assets into a coherent promotional story. A rigorous R&D phase was conducted to define the appropriate level of playfulness and character, with kinetic type animated to reflect the qualities of the words on screen. A key technical requirement was that all videos loop in precise synchronisation, ensuring the Google logo animated simultaneously across all six screens. The final deliverables were six 45-second videos.

The Impact

Designing for a physical, multi-screen retail environment requires an immense level of mathematical precision alongside creative flair. For the Google Pixel 6 NYC flagship launch, Buff Motion successfully produced a series of six complex, synchronised animations designed to loop perfectly in time across multiple store windows.

By grounding our experimental R&D in Google's established brand language, our motion design studio brought playful personality to the phone's UI features while keeping the consumer's viewing journey fluid and intuitive. The final 45-second marketing promos didn't just fill space—they turned the retail store facade into an immersive, rhythmic brand experience that caught the eyes of thousands of passing New York shoppers.

"For how fast this moved and the fact we were establishing a direct relationship, this project exceeded expectations. You used your gut, made the right calls, and delivered something way better than what we would have had otherwise."

1stAveMachine
Producer
1st Avenue Machine

Next Project

Google Pixel Feature Drop
See how Buff Motion design studio partnered with Google to create high-energy product launch animations and UI motion graphics for Pixel Feature Drops.
View Project
Google Pixel 6 Launch

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