Google Reveals How People With Blindness Capture Memories In Super Bowl Spot

Video screenshot via Google

Google’s Super Bowl spotlight this year illuminates a feature that’s close to the heart and crucial for the eyes—especially for those who rely on their other senses to engage with the world. Javier in Frame, the tech behemoth’s latest commercial, introduces viewers to a remarkable story of capturing life’s most heartfelt moments. 

The star of this story is Javier, who is blind. He’s using Google Pixel’s Guided Frame feature, an artificial intelligence-powered tool launched in 2022 that helps blind and low-vision users take better selfies with audio cues, high-contrast animations, and haptic feedback. Fast forward to now, and it’s evolved to recognize faces, pets, food, and objects with the rear camera, too.

Behind the scenes, the advertisement’s authentic perspective comes from the creative mind of Adam Morse, a visually impaired filmmaker. To better convey his vision, he got the idea to smear petroleum jelly on the camera lens, offering viewers a glimpse into his world. The film was put together by Google’s Creative Lab alongside creative agency GUT.

“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,” shares KR Liu, head of brand accessibility at Google. “Together, with the community, we will continue to do what we can to elevate disability innovation in our products, our creative and in society.”

[via MediaPost and Ad Age, videos and cover image via Google]