Google Pixel Helps Blind Man Photograph Life in Spirited Super Bowl Spot

Google's Super Bowl 58 ad for its Google Pixel phone, 'Javier in Frame', tells a story of a blind man documenting his life through a series of heart-warming selfies. Whether it's a cute pet selfie with his dog, a celebratory post-marathon picture, or the first photo with his partner and new-born child, Google Pixel's Guided Frame feature helps him capture (and frame) the moment perfectly.

Created by Google Creative Lab in collaboration with GUT, the film was shot by blind filmmaker Adam Morse, who appears in an accompanying 'behind the scenes' video. In this, he explain the challenges he faces, as well as discussing how he brought the story to life authentically and representing people across the blind and low vision spectrum with his work.

"It’s absolutely crucial that we highlight accessibility features like Guided Frame because the technology empowers the global disability community and gifts back a way for users to express themselves and connect with others," he says. "When we do this, we better the mental health of so many individuals and elevate the the disability community, going against the stigma.”

'Javier in Frame' follows in the footsteps of Google's 2023 Super Bowl spot 'Fixed on Pixel' and 2022's 'Seen on Pixel', both of which also highlight the company's ongoing commitment to making its phone's camera as inclusive and accessible as possible.

“Creatively, our goal was to provide an authentic glimpse into how people with low vision experience the world, and how AI features in Pixel’s camera like Guided Frame are helping them easily capture everyday moments just like anyone else," says Robert Wong, vice president of Google Creative Lab.

"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.”