What it had to solve
Pixel 6's Magic Eraser spots distractions in photos and removes them with machine learning; the campaign had to make a utilitarian tool feel magical.
How it works
'World of Magic', directed by Sophia Ray through Partizan with VFX by Coffee & TV, launched on digital and cinema from 18 and 20 May 2022. From 19 May a free two-week experience at 55 Regent Street — a retro photo-shop façade, an Unexpected Photobooth secret portal, and interactive installations celebrating the 'Deleted Delights'.
What it did
The free experience ran for two weeks in central London, designed for content capture. No visitor figures were reported.
Background
To promote the Pixel 6's AI-driven Magic Eraser, Google tasked Anyways Creative and Amplify with a film and a hands-on brand experience in central London in May 2022.
Anyways led creative on 'World of Magic', twisting the typical product demo on its head: instead of only showing the perfect final image, the film — mixing live action and VFX with director Sophia Ray and Coffee & TV — shines a light on the erased objects themselves, setting commonly deleted pylons, traffic signs and vehicles free in an alternate reality.
Amplify extended the concept into a free two-week Google Pixel World of Magic experience at 55 Regent Street, entered through a façade evoking a retro high street photo shop and a secret portal in the Unexpected Photo Booth. Hands-on Magic Eraser moments and fantastical interactive installations of the 'Deleted Delights' were designed to encourage content capture. Amplify had previously created the multi award-winning Curiosity Rooms for Google Pixel 3 in 2018.
Why it lands
The reversed demo makes a utility emotional: the deleted clutter becomes the protagonist, so the tool is felt rather than explained.
The physical space translates the film's logic into hands-on proof — visitors erase their own photos in the photobooth.
Building on the Curiosity Rooms playbook keeps Google's Pixel experiences a continuing brand asset, not a one-off.
What you can take
Demo a deletion tool by celebrating what's deleted: the feature's power shows best when the erased things get a story.
Since then
The film launched 18 May and the Piccadilly experience ran two weeks from 19 May 2022. No attendance or sales figures were published.
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