My Role
As Creative Director, I led the strategic vision and creative execution across a multidisciplinary team.

The Solution
We developed a creative campaign with two primary conceptual angles. The first, "Moooore of the music you already love," built on the letter 'O' in iconic artist names to visually communicate the power of the product. This concept not only delivered a powerful message but also cleverly tied back to the product's design.

The second angle brought the product's invisible abilities to life:

• Illumination Room: Much of what Google Home Max does is invisible: hearing you over noise, reading a room to calibrate itself, talking to other smart objects. If you could see it, it would look like magic. So we want to bring those invisible abilities to life through projection mapping, transforming a space to show you what Google Home Max does in a way you feel you can reach out and touch.

• Ten Rooms of Sound: Ten completely different rooms lay the stage for a musical icon (e.g., Jimmy Page) to simply enjoy one of their favorite songs. The spot opens with an ask “Hey Google, play Since I’ve Been Loving You.” As the song plays, the artist(s) and camera travel right-to-left on moving tracks that make it appear as though they’re staying in place while the variation in rooms shift behind them.