I led the creative strategy for Bard's major product launches, shifting the focus from feature announcements to creative that showed people why they'd actually use the product.
Consumer AI was still new, and most launch creative focused on what the product could do—not why someone would use it.
The challenge was translating a technical product update into something people could immediately understand and imagine using in everyday life.
1,100+ Press stories at launch 10,000+ Social engagements
↑ DAU Increase in daily active users at launch
https://www.nytimes.com/2023/09/19/technology/google-bard-ai-chatbot-youtube-gmail.html
THE INSIGHT
CULTURAL INSIGHT → People don't adopt new technology because it's impressive. Instead, they adopt it when they can immediately picture how it fits into their lives. Every launch asset needed to answer one question: "Why would I use this?"
THE CREATIVE STRATEGY
The launch introduced Google app extensions in Bard. My role was to translate that product update into creative people could immediately understand.
Rather than leading with product capabilities, I built the campaign around familiar Google products and everyday use cases. Showing Bard working with Gmail, Docs, Maps, and YouTube made the new functionality feel practical instead of technical.
MY CONTRIBUTION