In a groundbreaking Super Bowl advertisement titled “Javier in Frame,” Google showcased the innovative Guided Frame feature of Pixel 8 smartphones. Directed by blind filmmaker Adam Morse and created in collaboration with Google Creative Lab and advertising agency GUT, the ad portrays the life of a blind man, Javier, capturing heartwarming moments with the assistance of Pixel’s AI-powered accessibility feature.
Google Pixel 8: Guided Frame Feature Overview
The Guided Frame feature, introduced in 2022, leverages AI to provide accessibility for Pixel camera users who are blind or have low vision. This feature utilizes audio cues, high-contrast animations, and tactile feedback to enable individuals to take flawless selfies using both front and rear cameras. It has expanded its capabilities to recognize faces, pets, food, and objects, ensuring a seamless photography experience for users with visual impairments.
Google Pixel 8 Super Bowl Ad: Behind-the-Scenes Insights
The ad is directed by a blind filmmaker Adam Morse and created by Google Creative Lab in partnership with US-based advertising agency, GUT. Adam Morse shared his authentic approach to bringing Javier’s story to life. The challenges he overcame, coupled with his commitment to representing the blind and low vision community, added a unique perspective to the advertisement. Viewers were offered a glimpse into Javier’s world through scenes filmed with a camera lens coated with petroleum jelly, providing a visual representation of his perspective.
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Google’s Commitment to Accessibility
In a Google blog published on February 2, 2024, KR Liu, head of disability studio, Brand Innovation, states, “Working with the disabled community to design Pixel’s accessibility features has always been a guiding principle. We take this same approach in our creative work and are always working to field input from Googlers, subject-matter experts and community leaders to improve representation. Together, with the community, we will continue to do what we can to elevate disability innovation.”
“Through my work in disability innovation at Google and on Live Caption before joining the company, I’ve seen firsthand the ways that the products and features we’ve designed with and for people with disabilities have worked to make the world a more accessible place,” she adds.
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Community Collaboration and Representation
Robert Wong, vice president, Google Creative Lab, says, “The collaboration between Google, our partners at GUT, Javier, the blind actor who played the lead, and our blind director Adam Morse was an incredible working experience. When you spend time with people from a different community than yours and get to see things the way they do, it’s enlightening. We’re excited for Super Bowl viewers to see this story that we created together and the promise of AI to empower everyone.”
Tools for Accessibility on Pixel and Other Devices
There are tools available for both Android and iPhone users who are blind, have low vision, are deaf, or have hearing loss.
For users who are blind or low vision
TalkBack (Android) – TalkBack, a Google screen reader, provides hands-free control of the device and also offers support for multi-finger gestures.
VoiceOver (Apple) – VoiceOver, accessible on iPhone, iPad, Mac, and other Apple devices, provides aural descriptions and assists users in navigating screens or trackpads.
For users who are deaf or have hearing loss:
Live captions (Apple, Android) – It provides users with real-time speech captioning, producing transcriptions of audio or visual content on their devices.
Live Transcribe (Android) – It offers users real-time speech-to-text functionality, capturing conversations and converting them into text in multiple languages, facilitating translation as well.
FaceTime (Apple) – FaceTime has the capability to detect when sign language is being used, highlighting that user and incorporating the live captioning feature.
Conclusion: Google Pixel 8 Super Bowl Ad
The Google Pixel 8 Super Bowl ad not only unveiled the remarkable Guided Frame feature but also demonstrated Google’s ongoing commitment to accessibility and inclusion. By collaborating with the disabled community and featuring authentic representations in their creative work, Google continues to lead the way in leveraging technology to make the world more accessible for everyone. The Pixel 8 smartphone stands as a testament to the power of innovation in enhancing the lives of individuals with diverse abilities.
