Google Retail
When Google has a new product launching in stores, I lead a team that develops creative training concepts designed to educate sales associates, build brand affinity and drive sales through content deliverables that share a cohesive creative theme. As with all of the world’s most interesting work, there’s even a case study for this program.
5G’s for the price of 1
For the launch of Google’s new 5G-enabled Pixel devices, the client wanted to communicate the value these phones delivered without making them seem cheap. Instead of focusing on the price alone, we used content and visual cues from classic newspaper circulars to convey the excitement and “all the features for half the price!” value proposition
The Googleverse
To help introduce Google’s renewed focus on how their smart home products continue to improve as you expand the ecosystem, we created the concept of The Googleverse.
Training content was delivered to sales associates in the style of a flight training manual, and educational exercises allowed them to earn credit toward patches, flight jackets, and other swag.
It was later adopted as the overall theme for all global training programs.
The Pixelators
Sometimes a brief asks you to tie together the launch of a new phone, International Women’s Day, and a sponsorship with Captain Marvel. So you create an original comic book concept featuring all-female protagonists who possess the powers of the aforementioned phone. Other times, the women’s day and film tie ins suddenly go away after you’ve created said comic book, and you quickly redevelop it into a high-touch training campaign for sales associates. This was both of those.
