With such an amazing camera, Pixel users were capturing beautiful shots. However, when it came time to post them to Instagram, they would forget to tag #teampixel, the photography community we had built.

To bolster hashtag use and show off the killer Pixel camera, we created a series of unique user generated travel photos from the top six #teampixel cities, with a call to action to tag their photos for a chance to be reposted by @madebygoogle.

Role: Concept and copywriting in partnership with Designer Eric Ahlstrom and Associate Creative Director Andrew Peet. Agency: Swift