WPP Open reduced Pixel’s launch costs by 23.5%, accelerated delivery by 14%, and ensured 100% brand compliance across four regions with AI‑driven creative and dynamic market adaptation.

Client context

Google Pixel’s launch required 812 assets – 375 demand generation images and 437 responsive search – across EMEA, NA, LATAM, and APAC. Each asset needed localization for Spain, Italy, the Netherlands, and Sweden. In a competitive smartphone market where speed and precision drive market share, WPP Open’s Production Studio delivered a streamlined, launch‑ready production ecosystem in record time.

Challenge

The Pixel smartphone needed simultaneous multi‑region launches with creative tailored to local audiences while maintaining brand consistency. The old process was slow, costly, and fragmented, risking missed sales windows. The challenge was to deliver hundreds of high‑quality localised assets at scale, reduce costs by double digits and enable real‑time creative updates to stay ahead in a crowded launch cycle.

Solution

WPP Open deployed a bespoke Gemini AI model tuned for Pixel features, paired with Veo3 for dynamic video backgrounds and automated localization. Combining AI‑driven creative generation, automated localization and dynamic delivery in one workflow, the team produced 812 assets and updated them instantly across campaigns without costly photoshoots or delays, enabling simultaneous multi‑market deployment.

Outcome

Pixel’s launch assets were delivered faster and leaner with a 23.5% reduction in cost per asset, 17% overall cost savings, and measurable speed gains; 14% faster from brief to asset and 11% faster from brief to market. Real‑time adaptation ensured 100% brand compliance and optimised budget allocation, with 60% covering tested channels.