Google: Real Tone - Product Innovation & Global Campaign

Jun 2022

Google’s Real Tone initiative addresses the historical limitations of camera technology, specifically the bias toward lighter skin tones in imaging systems. This documentary-style campaign provides an overview of inclusive engineering, moving from a critique of legacy photography to the development of contemporary camera systems designed for accuracy across all skin tones. The project integrates archival research and modern interviews, utilizing clean live-action techniques to contrast historical inadequacies with modern, equitable tech solutions. The film features input from a wide-ranging creative collective, including production from 1stAveMachine, GUT, PRETTYBIRD UK, T Brand Studio New York, and Wieden+Kennedy Portland, with post-production and VFX handled by Rock Paper Scissors and STITCH London.

Documentary, Horizontal, Clean

Brand Film / Corporate Video