18 years ago, Google created a simple web page with one key element: a search bar. An iconic, go-to place for life’s many questions. In 2016, Google decided to enter the crowded phone market. Getting people to leave their current devices and make the switch to a Google phone was going to be the ultimate challenge. The good news was that people already loved and relied on Google every day. So instead of getting people worried about switching, we wanted to get them excited about expanding their relationship with the brand. To tell our story in the most impactful way, we teased a simple visual device in which the iconic search bar morphed into a rectangular phone shape, driving intrigue and generating excitement for the phone. By signaling what was to come from Google, we were able to pay it off in a huge way upon finally announcing Pixel.