FOR GOOGLE, IT’S YOU

CLIENT: GOOGLE // ROLE: PHOTOGRAPHER & VIDEO EDITOR

THE NEED

For years, many underrepresented communities of colour have been making strides within and building pathways for others into the largest tech companies in the world.

And while these companies have opened their doors to and committed to building more diverse teams, how do you solve for the stigma? How do you inspire communities of colour to engage in your recruitment process and shift perspectives as they author the next chapters of your company’s story?

The Approach

While at Creative Theory Agency, we partnered with Google to connect with their Black employees across various professional levels, garner a sense of their current perspectives, understand them, then set out to tell their stories, to draw others into the journey of becoming Googlers.

Understanding that, for most, the extent to which someone can envision their future is often dictated by the heights they have seen others climb. With this in mind, our team crafted the campaign wrapper, “For Google, It’s You,” a play on the colloquialism, “It’s the (blank) for me.”

Our team crafted a 360 campaign, which included a range of video assets and photography that showed up on a microsite, paid and organic assets, as well as HTML5 display banners.

Deliverables

As the Photographer and Video Editor for the campaign, I was tasked with amplifying these stories through relatable and authentic imagery in both personal and professional spaces, while incorporating Google Brand colours and guidelines.

Video Example

”I was impressed with their work each step of the way, from strategic approach through to creative execution. The final product (a collection of videos, portraits and web banners) really shines and has garnered a lot of internal compliments as we launched our campaign.
Daphne K.Project Lead at Google

Video Example

Our editing direction was authentic and relatable storytelling that was efficient and compelling. I chose a subtle film-emulative approach with the colour grade to embody a relatable and perfectly imperfect feeling, which film does so well.

The campaign was both effective and well-received.

In short windows of time, often between work calls and events, I partnered with each Googler to create an array of imagery that creatively utilized the spaces around us and amplified their personalities and personal aesthetic.