Google Cloud >> Next 2018
Role. Creative Director
Agency. Jack Morton
Client. Google Cloud
Created. 2018
One to one.
Every year Google Cloud Next is reinvented. This year it was our job to break through the expected 16x9 format and tell a more dynamic story on four giant rotating LED cubes.
Before there were letters. . .
There were symbols. The brand team at Google did a fantastic job designing a package of stylized glyphs that we translated across the four cubes to tell our story. A crop for a photo, an animated infographic, or a sweeping transition. . . it all started with this language.
Making
(and breaking).
To create a system that works, you spend a lot of time breaking things.
You can only find the “do’s” when you spend a lot of time realizing the “don’ts”. We introduced broad rules and stress tested them all in one pipeline. A process that we were only able to discover through years experience on this particular project.
Credits >>
Creative Directors: Kyle Watson, Andy Babbitz
Group Creative Director: Julian Rad
Scenic Design: Camille Connolly
Jack Morton Executive Producers: Irene Boschetti, Jess Buck
Google ECD: Philip McDougal