Artist as ambassador.

For the launch of Google’s new Pixel phone, The Apt proposed partnerships with various culture influencers, including John Legend and Annie Leibovitz. For the work with Ms. Leibovitz, The Apt recommended creating an opportunity that took into consideration her admiration for the work of American photographer and personal mentor, Robert Frank. With a Google Pixel in hand, Ms. Leibovitz set out to record real life in distinct corners of the American heartland as Mr. Frank had once done in his seminal work, The Americans. 

As ardent culture & art watchers, The Apt relishes the chance to connect multiple parties in mutually beneficial relationships. In this case, the superior quality of Google’s Pixel camera was on full display in Ms Leibovitz’ capable hands, while gaining the photography legend’s first ever endorsement of a camera. And in turn, Ms. Leibovitz was able to embark on a unique project, walking in the footsteps of one of her greatest influences. Additionally, documentation of the project via video and photos spread awareness, producing thousands of social media impressions and driving press coverage.