Google Shopping
role
Freelance Associate Creative Director (Art)
Project/CLIent
Google Shopping OOH Holiday Campaign 2022
services
Creative Direction
Design
Pre Production
Production
On Set Art Direction
Post Production
the Ask
The team was tasked with developing an educational and awareness based OOH campaign that showcased an update to the Google Shopping feature on the well-known search engine.
**This OOH campaign was part of a larger brand push that included other touchpoints including broadcast that was lead by another team.
The Google Shopping feature UI changed from being a tab to being incorporated into the search bar in a more organic way. Now all users have to do is type in “Shop” to access the feature.
the campaign
The campaign’s creative style pulled from an editorial aesthetic that elevated product photography to stand out in the category. A variation of layouts, both still and animated, all drove home the capabilities of the shopping feature.
This bold OOH Holiday campaign was displayed on over 400 billboards nationwide, pushing awareness of the Google Shop feature in a visually compelling way.
Visual Direction
Our creative used vibrant fashion-forward photography that focussed on the humanity of real, unique people in each shot. We injected Google's playful core color palette into the visual world via set design, props, and wardrobe, resulting in compelling imagery that personified the Google brand equity.
*Photography was shot by Taylor Smith and served as our hero imagery on all OOH displays.
The bold photography and clean, minimal graphics helped the campaign stand out in OOH billboards nationwide.
Out in the Wild
Our billboards were all over the city (nyc) including vibrant painted murals and an entire takeover of the World Trade Center Digital Wall. You couldn’t escape them…Literally.
Agency
BBH USA
creative team
Freelance ACD (Art)
Marielle Malamud
Senior Art Director
Sofia Magdalena
Senior CW
Kara Gonchar
CD (Art)
Tescia Deak
CD (Copy)
Amy Travis
GCD
Estefanio Holtz
Head of Design
Hernan Ibanez
Photographer/Director
Tayler Smith
Wardrobe Stylist
Tiffani Styles
Hair
Hiro Mari
Makeup
Deanna Melluso
Production
PXP (Publicis Groupe)