GOOGLE
PIXEL 11 PRO

Role: Creative Direction
Agency: AKQA Berlin
Client: Google / Pixel

↳ The Pixel 11 Pro was Google’s biggest launch of the year. In Germany, our challenge was to go beyond adapting the global campaign. We needed fresh, locally relevant ideas that would make the launch stand out and connect with audiences across the country. We partnered with German photographer Marcus Lenk to capture Germany through the lens of the new Pixel. His photographs became the heart of the campaign, bringing a distinct local perspective to life and creating something that felt uniquely German.

Meet Marcus - Behind the Scenes

120x Näher Dran / 120x Closer

↳ Every city has a landmark everyone knows. We got 120x closer. With Pro Zoom, we photographed iconic landmarks across Germany and placed the images on billboards overlooking the real locations: the Fernsehturm in Berlin, the Cathedral in Köln and the Elbphilharmonie in Hamburg. No specs, no tech talk. You could see what the zoom could do just by looking up.

52°30'51"N, 13°25'25"E

Holzmarktstraße 52

Berlin

Holzmarktstraße in Mitte offers one of the best views of Berlin’s Fernsehturm, 1.2 km away. That’s exactly where we took the shot. At 120x, even the smallest details on its iconic sphere come into focus.

Köln

50°56'53"N, 6°57'29"E

Turiner Straße 2

Every Kölner knows the Cathedral’s twin spires. They’re the skyline, the compass, the sign you’re home. But few have ever seen their tips up close. So we zoomed in 120x from Turiner Straße, 750 metres away, and brought them down to street level, right on the building next door.

Hamburg

53°33'15"N, 10°00'26"E

Hachmannplatz 16

In Hamburg, we took the Pixel 11 Pro launch to a whole new scale. From Kornhausbrücke, one kilometre away, we captured the Elbphilharmonie using 120x Pro Zoom. The photograph took over “The Whale”, Germany’s largest indoor screen, stretching 38 metres above the platforms at Hamburg Central Station.

Alongside the installation, we created a teaser and a series of HiLight visuals for the station, bringing several Pixel features together in one of the city’s busiest locations.

HiLight in Berlin

Not every notification needs your full attention.
Sometimes, a little light is all you need.

That’s the idea behind HiLight. The new Pixel 11 Pro feature uses colour-coded lights on the camera bar, so you can keep up with notifications without checking your screen.

On Berliner Straße in Berlin, we turned a giant billboard into an oversized Pixel 11 Pro. We built a custom digital screen behind its camera bar to recreate HiLight’s signature effects.

Day and night, the billboard lit up just like the phone.

Behind
the Scenes

For a campaign that lived and breathed photography, it was only natural to show a bit of the action behind the camera too. As we followed Marcus exploring fresh perspectives on some of Germany’s most iconic landmarks, watching him work became a story of its own. His creative eye, his patience, and his ability to find the perfect angle were too good not to capture.

What started as a photography collaboration grew into something bigger. Marcus became one of the influencers for the Pixel 11 Pro launch, with behind-the-scenes content from his shoots featured across Google’s own channels, turning the creative process itself into one of the launch’s strongest assets.

Credits

Client
Google Germany / Pixel

Senior Director B2C Marketing DACH
Dr. Anne-Katrin Huebel

Head of Platforms & Devices Consumer Marketing
Gabriel Herlich

Product Marketing Manager
Isabell Stellberg

Consumer Marketing
Eva Reymond-Ringk

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AKQA Berlin
Managing Director
Felix Rompis

Executive Creative Director
Kai Heuser

Creative Director
Ailton Henriques 👋

Senior Art Director / Creative Lead
Yan Graller

Copywriter
Janina Panning

Senior Motion Designer
Alexander Aleksidze

Art Director
Luka Truhlar

Associate Designer
Abishek Balas 

Senior Copywriter
Thomas Zeller

Senior Art Director
Andreas Wagner

Senior Designer
Gabriel Kolton

Associate Programme Director
Gaia Mancini

Client Partner
Fiona Ford
Jens Wieland

Senior Account Manager
Sophie Acquah

Senior Project Manager
Nicolette Romano

Producer
Anne Kotte

Programme Coordinator
Arturo Straccini

Senior Strategist 
Lisa Pfeil 

Strategist
Fabio Hintermayer

Credits

Photographer
Marcus Lenk

Director of Photography / BTS Photographer
Saleh Iraki

Editor / Colorist
Marcelo Alves

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DaHouse Audio - Audio Production | Music
Partner/ Music Producer
Wonder Bettin

Executive Producer
Carol Masseti

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WPP Production - Final Artwork
Team Lead Design / PM
Fabian Behrendt

Senior Colourist
Alex Gregory
Karol Cybulski

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Limes Media - OOH Production 
Senior Account Manager
Laila Blendermann

Creative Technologist
Michael Ritzmann