The Ask
As the main producer working closely with Google Creative branding team, I played a pivotal role in ensuring that our project aligned with the agency's branding guidelines. This involved collaborating closely with Google's creative leads to accurately represent the brand identity and maintain consistency with the brand guidelines throughout the project.
One of my key responsibilities was to oversee the sourcing of all talent required for the project, including illustrators, animators, and voice-over artists. By spearheading this effort, I ensured that we assembled a skilled team capable of bringing the project to life while staying true to Google's vision.
The primary goal of our project was to educate and captivate potential customers about the benefits of Google Fi phone plans, with the aim of increasing their interest in switching to Fi. To achieve this objective, we were tasked with creating six educational videos that effectively communicated the unique features and advantages of Fi phone plans in a compelling and memorable way.
Through close collaboration with the Google Creative branding team and a dedicated focus on adhering to agency branding guidelines, we successfully delivered a series of videos that not only showcased the benefits of Fi phone plans but also resonated with the target audience, ultimately driving consideration for making the switch.
Agency
Snowday
Client
Google Fi
Credits
Producer: Kristine Pregot
Creative Director: Roddy Hyduk, Chris Duncan
ACD: Katie Dropick, Sam Reichman
Copywriter: Mo Wynne
Art Director: Natalie Fevig
Illustration: Khoo Siew May, Evan Clark, Julia Chu
Animation: Lunar North, Khoo Siew May, Jay Septimo
Editor: Bryce Bizer
Music: Friendship Park
Sound Design & Mix: Ambrose Yu
Privacy & Security
The final video in the series required us to tackle sensitive privacy and security topics. To clearly depict the product’s capabilities, and give audiences peace of mind when it came to the level of protection Fi provides, we layered the product UI into this world.
Results/The Impact
The Google Fi campaign had a profound impact on the brand, fostering positive brand perception, raising consumer awareness, and generating heightened interest in Google Fi phone plans.
The campaign's success can be attributed to its ability to connect with the audience, communicate the unique benefits of Google Fi, and drive meaningful engagement, ultimately contributing to the overall success and growth of Google Fi as a trusted mobile phone service provider.landscape.