Google Pixel has returned with Oscar Piastri for chapter three of their long-running partnership, this time supporting the launch of the Pixel 11 Pro. Independent agency Emotive leads the creative, and director Isaac Lock is back after working on chapter one.
The payoff chapter
The new film stays social-first and is built around a simple truth: Piastri’s calendar is packed, so the phone sweats the small stuff while he focuses on intense training. It brings Google’s global platform, “Ask more of your phone”, into a glamorous racing setting and shows what life looks like after the switch.
Why a trilogy beats a one-off
This campaign has a real arc. Chapter one introduced Piastri’s move to Pixel. Chapter two handed a decision to fans, turning a social vote into the “Pastry PiasTee” — a shirt he wore at the Canadian Grand Prix and later sold as official merchandise. Chapter three is the payoff.
That continuity is the point. Emma Dodd, Head of Devices & Services Marketing at Google AUNZ, calls the new devices “helpful and powerful” for Australians with Gemini Intelligence in hand. Rupert Taylor, Senior Creative Director at Emotive, says the team wanted to stay true to Piastri’s deadpan comedy while making content that works in the feed. Director Isaac Lock credits Piastri’s “unnerving unflappability” for making the performance feel natural.
What marketers can steal
There’s no media budget gimmick here. The value is in structure and casting:
- Give an ambassador partnership a three-part arc so each drop builds on the last.
- Let a non-actor’s real personality carry the humour instead of forcing a performance.
- Hand one chapter to the community, then turn the output into merchandise.
- Keep the same director or core creative team to protect the tone.
The hero film is only the first of a number of social-first assets, with the rest rolling out across Google Pixel and Piastri’s own channels. That distribution is a reminder: native content designed for the feed beats a repurposed TV spot every time.
Source: Campaign Brief
