Google - Brand Hacks
Whilst at Toaster, I was the Creative Lead on their 'Brand Hack' projects with Google. These are 10 hour sprints with a small team of designers, developers and producers. We would concept, design, prototype and present the Hacks back after the 10 hours to the Google team. These were for a wide range of brands to use innovate technology in an interesting way to reach audiences. We would also create supporting campaign material such as banners, bumper ads and interactive YouTube Mastheads.
The final part of the Hack was to create a presentation deck which is used to present the complete idea back to the clients. This is created and written by me in parallel with the Hack, thus it evolve during the process.
Brand Hacks allows us to cut through the noise and produce some great work that would never really get a chance in the day-to-day studio life.
In my time there we worked on over 60 different Hacks with some even being created into real campaigns. Brand Hacks aim to educate and introduce innovative technologies to brands across South East Asia, with a focus on Google products and media capabilities.
HOW THE HACKS WORK
WORKSHOP
Brands and their agencies are invited to Google’s offices in SEA to tackle a brief over a single day workshop, looking at strategy, insights, the challenges and existing smart technologies, with the ultimate aim of creatively developing a campaign concept and prototype idea.
IDEATION
After some refinement and discussion amongst the group, a final concept is agreed. As their day ends, London’s day begins. The team is challenged to refine the concept further, designing a series of visuals to tell the story, and produce a working prototype - all within a day while SEA sleeps
DESIGN & DEVELOPMENT
Ideas could be anything from interactive DOOH synchronised with user’s mobiles, live stream broadcasts via microsites and mastheads, to Google Cardboard VR gaming experiences. Until the workshop is complete, there’s no telling what the brief could be.
PROTOTYPE
The final pitch deck presented back brings the concept and prototype together into an easily understandable story, leading the brand through the consumer journey and what is possible. Seeing is believing, so the prototype will always showcase the core functionality of the technology that is integral to the idea. These create a platform for the brands to progress these ideas into production.
