World of Magic

Amplify + Google bring the magic of photography to Piccadilly for Pixel 6...


Magic Eraser is Google Pixel’s most searched for feature. The tool allows users to capture moments as they remember them, without pesky distractions or unwanted photobombers. Our challenge was to demystify the technology and demonstrate the feature's capabilities to consumers.


Removing an object from a photograph typically involves sophisticated editing tools and know-how. Magic Eraser democratises professional photo editing, giving people creative control over their photographs. Whilst people use Magic Eraser to remove mundane, everyday objects, the technology to do so is anything but.


Bring the power of Magic Eraser to life by celebrating the removed objects, re-contextualising them with hands-on magical photo experiences and giving people the opportunity to realise the many creative possibilities the feature unlocks, from the functional to the fantastical.


Google Pixel 6 presents World of Magic

A magical place where the nation’s most erased objects can live their best lives.

The opportunity to creatively world-build around a specific feature was a unique one.

We created an experience that brought the innovative ‘Magic Eraser’ technology to life. The experience showed people how they could use the technology in ‘real-life’ and celebrated the ‘after-life’ of the magically erased items, in a dream-like space that sparked people’s curiosity.

The real-life area of the experience broke the format of the classic retail storefront. We created a photography store environment for guests to get hands-on with the Pixel. We told the product story in a myriad of ways. By delving into the science powering Magic Eraser and showing the features in action, we brought to life the creative possibilities the technology unlocks, from the functional to the fantastical.

Hidden behind the retail space and only accessible through a Magic Eraser Photobooth and Darkroom was the second part of the experience. The ‘after-life’ was a joyful, explorative, shareable experience for all the items erased by the feature. It was a true celebration of the erased elements; for example, deleted road signs came together to create a poem by James Massiah, and a murmur of birds carried the very photos they were deleted from in their beaks.

To entice people into the experience, we showcased three window displays that worked as kinetic billboards. They drew people into the space by presenting different facets of the campaign. One display showed the ‘Magic Eraser’ feature in action, and another how the feature plucked unwanted items out of shot and finally, a peephole installation showed a cosmos of deleted items reflected infinitely.