Google Assistant

When the "Make Google Do It" TV campaign launched, millions asked, "But how do I actually make Google do it?"

With Google Assistant on over one billion devices and a rapidly growing user base of 100 million, many were still unaware of its full potential. The challenge? Teaching new users while showcasing its best features in a personal and culturally relevant way.

Using data signals like recent activity, location, and device type, a dynamic, segmented CRM programme was built to adapt to each user. Predictive modelling ensured every message resonated emotionally, demonstrating Assistant’s benefits in relatable, everyday moments.

One of the most impactful changes was the introduction of illustration-led visuals to rebrand Google’s existing email communications. This shift provided far greater flexibility in storytelling, ensuring every message felt inclusive and representative of all users—something traditional photography often struggled to achieve.

From copy tone to visual identity, customised experiences made users feel like Assistant was speaking directly to them. By personalising and transcreating content across 12 languages and 27 countries, deeper engagement and curiosity were sparked.

The campaign earned the 2018 Internet Advertising Competition Award for Outstanding Achievement in Internet Advertising and was featured on Really Good Emails alongside top Google campaigns.

Role: Art Direction, Design, Creative strategy
Awards: 2018 Internet Advertising Competition Award for Outstanding Achievement in Internet Advertising