Javier in Frame

The Story

At the 2024 Super Bowl, Google Pixel launched a campaign unlike anything else on the night — a tender, cinematic portrait of Javier, a blind man using the Pixel camera to capture moments that matter most. His first date. A child’s birthday. A quiet afternoon at home.

Powered by Pixel’s Guided Frame — a feature designed with blind and low vision users — the camera gives real-time voice cues, haptic feedback, and visual guides to help users frame shots independently.

But the creative decision that truly set this apart came from Adam Morse, the blind director Google brought in to lead the film. Morse smeared petroleum jelly across the lens, not as a gimmick, but to reflect his own low vision and offer sighted viewers a rare, personal perspective.

From start to finish, this campaign was built with the community, not about them. Disabled creatives led the work both in front of and behind the camera. The ad didn’t ask for sympathy. It offered a new way of seeing.

How it gets representation right

• Disabled leadership at the heart: A blind director shaped the creative vision, style, and emotion.
• Accessibility baked into the product and the storytelling: Guided Frame wasn’t an afterthought. It’s the reason the story exists.
• A full life, not a single trope: Romance, joy, frustration, fatherhood — not a narrative of “overcoming.”
• Disability as identity and culture: Not something to be “seen past,” but a unique lens through which to create.
• Representation on the biggest stage: Inclusion wasn’t a CSR gesture. It was the brand message, aired at the Super Bowl.

Why it matters

This was Google’s third consecutive Super Bowl campaign centring disability — a rare show of sustained commitment in an industry where inclusion is often one-and-done. It reframes accessibility as innovation, centres disabled leadership as a creative advantage, and makes the case that authentic representation doesn’t mean compromise — it means better work.