ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

2019 ADC Awards - Photography

Night Sight

Agency 72andSunny / Los Angeles + Google / Mountain View + Google Hardware Creative / Mountain View

Client Google
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Annual ID

ADC_PHO19038M

About the Work

Pixel 3 launched into a market dominated by competitor brands, and an audience ambivalent about making the switch away from the phones (and iOS) they’ve become conditioned to love. We had to radically disrupt the status quo with undeniable evidence of our phone’s superiority over the competition. Only then would we stand a chance to draw eyes and motivate change. We set out to contrast and compare our most talk-worthy feature (Night Sight on Pixel 3) against the competitions’ equivalent functionality, using iconic side-by-side placement to show off a category-first innovation at work. We simply turned each execution into a low light photo shootout between iPhone XS and Pixel 3, resulting in a disruptive campaign that showed a precise and accurate comparison of the same shot. Same time. Same light. Same (lack of editing). Wildly different outcomes.