Standing Up Google’s Creator Practice
CLIENT: GOOGLE
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY & DIRECTION
Enterprise Marketing
Product Storytelling
Brand Strategy
Creator Strategy
Idea Systems
CHALLENGE
Creators had become a hard sell inside Google
Google needed a more rigorous model for working with creators. One that gave its business units confidence in the strategy, standards, and infrastructure required to scale.
INSIGHT
Capability was no longer the differentiator
As AI products converged, Gemini had to do more than demonstrate what its tech could do. It needed to build a stronger connection with people by showing up in more human, culturally relevant ways. Creators was the way for Gemini to do that.
STRATEGY
Build the system behind creators
Nothing would scale until the organization had a shared case for creators and a system to support it.
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1
CONVINCE
Beyond features narrative: the case for creator storytelling.
2
EDUCATE
Creator fundamentals, taught across business units.
3
BUILD
Casting, vetting, and QA standards.
4
IDEATE
Zero Distance, Gemini idea system and the creative territories beneath it.
5
SCALE
Gemini case study as the proof.
PRACTICE
Brand safe by design
Scaling creator work required infrastructure: casting, vetting, creator selection, and QA standards gave teams a clear way to work with creators.
PRACTICE
Brand safe by design
IDEA SYSTEM
Enter As You Are
Three quotes from the film became three entryways into its world. No prior knowledge required.
Zero Distance
1 / Endless Possibilities
Turn impossible ideas into something real.
2 / First Move
Turn hesitation into action.
3 / Becoming
Turn impossible ideas into something real.
4 / Brain Ease
Turn impossible ideas into something real.
IN PRACTICE
Territory I: Endless Possibilities
Creators pushed what was possible, turning ambitious ideas into reality using Geminis Omni.
RESULTS
5 to 56 creators in four months
And this Gemini proof brought the rest of the Google org along.
10x
CREATOR PARTNERSHIPS
+14%
ACTIVATION LIFT
CMO
SIGN OFF TO SCALE ENTERPRISE-WIDE
