Google Pixel 9 Fold: Made You Look

2025

No one likes a forced smile in a photo. You know it, we know it, and Google knows it. That’s why they tapped BUCK to help develop “Made You Look” for the Pixel 9 Pro Fold — a feature that turns the phone’s outer display into a tiny mischief-maker, sparking real reactions from kids, pets, and whoever else needs a nudge. No “cheese” required.

How to Spark a Smile

We began by researching what makes people laugh, especially little ones. The building blocks were universal: hide and reveal, surprise, unexpected combinations, and silly gestures. We also looked at characters that resonate across generations to understand how to create appeal that bridges kids and adults.

These insights shaped our strategy — designing playful, expressive characters that spark genuine connection. Each sequence engages directly down the lens, using personality, movement, and a touch of silliness to turn small interactions into moments of joy.

Mechanics of a Giggle

The feature uses machine learning to detect subtle facial shifts and adapt animations in response. We worked closely with the client to help define how this could come to life, landing on a modular system with three states: Idle, Hint, Surprise. Sequences escalate the instant a smile starts, cueing the perfect capture.

The animations were made to fit any required combination of non-linear playback, with layers, seamless loops, and jumps between states. Each narrative required bespoke layering and timing to keep the transitions invisible and the punchline crisp.

From Posed to Genuine

The six animated character sequences turned the outer display of Google Pixel 9 Pro Fold into a tiny stage for spontaneous reactions. The work was featured across Google’s launch marketing and, more importantly, helps users land fewer posed smiles and more real ones.