Google Workspace Product Marketing

Hook

We go way back with the Google Workspace product team, doing work for both Google Chat and Gmail that celebrates the brand's advances in productivity and collaboration and brings their joyful energy to both consumers and enterprises alike. In addition to always-on production, we've created videos such as "Welcome to the new Google Chat," "The evolution of Gmail," and feature announcements for Smart Compose and Mail Merge.

The Campaign

Workspace's most recent request was to create an anthem video unveiling the latest features coming to Chat. The goal was to showcase Google Chat as a comprehensive messaging platform that seamlessly integrated with all other Workspace products.

Working from a list of 30 new features, we crafted an engaging narrative that not only leveraged Chat as the center of collaboration in Workspace, but also showed that it wasn’t just another competitor in the market: it was ready to push the industry towards the future of work with built-in AI.

Describe the brief or inspiration behind your project/campaign? What was your team tasked with?

The shift to remote and hybrid work ushered in a greater adoption of collaboration tools like Google Meet, Zoom, and Microsoft Teams. As work styles evolved, Google seized the opportunity to deeply innovate and advance product capabilities, including the addition of many Gemini AI-driven features. These advancements created new points of connection, and Google invited us to share these stories through the lens of people’s very real (and also very fun, funny and rewarding) work experiences.

Marking the release of Gmail's fresh UI, we put together a sizzle video to promote the new interface and show how the platform has evolved through the years. From 2004 to 2022, we explore a number of feature interactions and UI transformations, highlighting the transformation in a fun and engaging way.

Walk us through your process. What steps did you take to bring your idea to life?

Ideation
It’s easy to tell a key decision maker that a Google product is helpful, but that’s not a revolutionary strategy. They crave value, specificity, and reassurance, especially when it comes to security. At the same time, we recognized the power of grassroots enthusiasm. Employees who champion a product can be a powerful force in influencing their organizations. So, we set out to build a story that didn't just incorporate product benefits and use cases, but also evoked a sense of connection; one that would resonate from the front lines to the back office. After brainstorming a list of priority features, we crafted a narrative that seamlessly integrated each, staying grounded in real-life scenarios. The next step was to layer personality-filled UI interactions, animation sequences, and sound design into a series of videos. Finally, we extended our approach across blog posts, social media content, and PR assets.

What was the business challenge of your project, and why was it important to solve it now?

Challenges
Google Calendar, Drive, Meet and Gmail had been commonly leveraged as a series of individual tools. We aimed to showcase their prowess as a powerfully interconnected system: Google Workspace. The Google Workspace suite is integral to many businesses, big and small, yet some were failing to harness its full potential, sometimes unknowingly paying for services that performed redundant functions. It was crucial that these companies’ CTOs, CIOs, and IT leaders became aware that the solution to their problem lies within a trusted platform that their teams already know and love.

Describe your process for creating award winning B2B work. How is creativity at the center of how you work?

B2B Creativity
B2B decisions aren't made lightly; they involve multiple stakeholders and long-term implications. We understand the nuances at play, and craft messages that highlight both immediate impact and lasting value. But even in B2B, people connect with brands on a personal level. That's why we infuse our work with the same creativity and authenticity that makes our B2C campaigns successful. Whether it's through clever UI interactions, subtle humor, or unexpected storytelling, a generous dose of personality and just as much heart is key to building a B2B spot worth watching.

How did you ensure that your project remained true to the idea and on brand all the way from brief to launch?

Execution
Ultimately, our success stems from a combination of strong partnerships, strategic thinking, and a relentless focus on delivering exceptional results that remain true to the brand's vision and values, from initial concept to final launch.