Cannes Lions

GOOGLE GLASS LAUNCH

CREATIVE ARTISTS AGENCY, Los Angeles / GOOGLE / 2013

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Overview

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Overview

Description

Google Glass not only was a new product launch, but it is creating a whole new category of wearable technology – a turning point for mobile devices. Our challenge was to introduce the device in a way that felt human, natural, and wearable. That also meant taking a new approach to device photography and avoiding the cold, shiny, reflective look that is the norm for this category. Another challenge was to highlight key features and functionality of Glass that no one was yet familiar with.

Execution

We knew that we wanted to shoot the product in a suspended manner to indicate lightness and to show how it is designed to fit you. We tried multiple setups to capture a dynamic point of view for an innovative product, and lighting it to let the surface materials feel tactile and real versus stylized and inhuman.

Outcome

Google Glass was one of the most highly anticipated technology product launches in the past decade and product photography was used on the web, in the press, and with packaging distributed worldwide.

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