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Launch creative strategy / Google Bard / September 2023

I led creative strategy for the launch of Bard’s first-party extensions, translating a technical update into reasons people could imagine using the product.

The challenge

Bard was still an experiment in a new category. The launch needed to explain how its connections to familiar Google apps could be useful in daily life.

The strategic choice

Build the creative around everyday use cases with Gmail, Drive, Maps, and YouTube. Familiar products gave people a concrete way to understand the new functionality.

My contribution

• Led launch creative strategy and the use-case-led brief.
• Managed the creative agency through concept development and production.
• Partnered with Product Marketing, UX, and PR.
• Oversaw assets across paid, organic social, and press.

Launch creative

Explore the launch coverage

Launch results

1,100+ press stories / 10,000+ social engagements

These figures describe the wider launch. They are not attributable to a single asset or individual.

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