The creative brief is a retrospective spanning 11 years of fashion moments, from 2016's Aggro Merch and 2017's Dadcore, through Construction Couture, Vertical Video E-Boy, Lockdown Leisure, Rebirth of Baggy, Workwear Revival, Upscale Streetwear, and Y2K, up to 2025's Bedazzled and 2026's Urban Adventurer. Scruggs, French, and Addy each took on multiple style trends, using the Pixel 11's camera and pro features to create fashion-editorial portraits. Final images were finished using third-party editing software.
The campaign will culminate with dedicated digital boards at the 10th anniversary of ComplexCon on October 3 and 4, giving festival attendees a physical, public way to experience the series firsthand. Select images will also appear on an out-of-home billboard in Los Angeles near the LA Convention Center, extending the campaign beyond the festival floor.
Google Pixel has been Complex's official company device since 2025, and the editorial team will now upgrade to the Google Pixel 11. Since switching to Pixel, Complex has seen 100% activation and 85% sustained daily active usage across the company, with staff using the Pixel's pro camera and video functions to capture high-quality, real-time content during some of the biggest cultural moments in sports, fashion, art, and music. Usage has kept climbing since: Pixel-powered content has nearly doubled quarter over quarter, and real-time news and event coverage now makes up the largest share of everything Complex publishes from the device.
"When we made Pixel our official device, the goal was giving our team technology that could actually keep pace with how fast culture moves," said Michael Tresvant, EVP of Brand Partnerships, Complex. "Upgrading our editorial team to the Pixel 11 is proof of that — a device that can keep up with one of the fastest-moving newsrooms in media, in real time. This partnership keeps evolving because it keeps delivering, and Culture in Focus is some of the most exciting work it's produced yet."
From outfitting an entire newsroom to putting the Pixel 11 in the hands of three of the industry's most respected photographers, the partnership between Complex and Google Pixel continues to grow right alongside the culture it covers.
High-resolution campaign images are available here.
ABOUT COMPLEX
Complex is the definitive platform for global youth culture and music lifestyle, seamlessly integrating cutting-edge content, commerce and live experiences with unparalleled scale.
Whether through video, long-form text, or social media, Complex tells stories of streetwear and style, music, sports, art and beyond. Its content engages in a dynamic conversation with the audience, reflecting and shaping the zeitgeist of convergence culture.
A powerful media juggernaut paired with a curated marketplace, Complex is redefining the way fans interact with their favorite brands and artists and reshaping the future of digital culture and commerce. Complex's strategic partnership with Universal Music Group will deliver unparalleled experiences and exclusive collaborations to passionate music fans.
SOURCE Complex
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