ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, 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.

2022 ADC Awards - Brand-Side / In-House

Real Tone

Agency Google Devices & Services Creative Team

Client Google


Best of Brand-Side / In-House

Annual ID


About the Work

Photos shape the way we see each other and ourselves. And historically, camera technology hasn’t accurately represented darker skin tones. Camera and image technology have centered light skin–a bias that's crept into many of our products, even today. So we set out to design Google’s most inclusive camera, with a strong focus on people with darker skin tones. How? We partnered with a diverse group of image experts, like photographers, cinematographers, and colorists celebrated for their beautiful and accurate imagery of people of color. Working directly with Google’s product and engineering team, they tested the Pixel 6 camera and Google Photos editor in a wide range of tough lighting conditions. The result is Real Tone, a collection of technical improvements to the Pixel 6 camera and Google Photos that more accurately and beautifully highlight the nuances of all skin tones. To share it, we created films that told nuanced stories around the world, including a Super Bowl spot directed by Joshua Kissi and featuring Lizzo. The campaign spread across social channels, editorial partnerships, and in a collaboration with New York Times Advertising. Throughout the process of this project, Google prioritized collaboration with people of color and POC-led organizations, from agency teams to image experts. We learned that, if you want to build something for someone, you will always do a better job if you build it with them. Real Tone is consistently named as one of the most important developments on the new camera, and hundreds of positive comments have reaffirmed just how necessary this work is. And we hope this work continues to inspire everyone in the industry to innovate for and with people of all skin tones.

2022 Awards

Total Points: 90

Best of Discipline Cube



GUT Miami
New York Times Advertising

Internal / In-House Agency

Google Devices & Services Creative Team

Production Company


Post Production Company

Rock Paper Scissors
Stitch / Santa Monica

Related Awards





Follow Us