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Brand partnerships & creative campaigns / Google Gemini / 2025

I developed campaign concepts and scripts that gave Gemini a role in Google’s partnership with McLaren Racing, building on the drivers’ personalities and the things F1 fans already cared about.

The challenge

Make Gemini relevant to the fan experience across a season of partnership content.

The strategic choice

Give each activation a distinct product story, grounded in the drivers’ interests and creative process.

My contribution

• Defined social deliverables and brand activation opportunities across the season.
• Led content strategy for Miami and Montreal, working with McLaren’s production team and the drivers.
• Developed the Austin helmet-reveal creative vision and key messaging with Oscar Piastri’s management team.
• Partnered with Google Brand, Product Marketing, McLaren, and production teams across development.

Austin / Oscar’s helmet reveal

https://www.instagram.com/oscarpiastri/p/DP4fhh2jKqZ/

View Oscar’s helmet reveal carousel

https://www.instagram.com/oscarpiastri/reel/DP4YyFZjGRP/

Watch the helmet reveal video

PRODUCT FOCUS

Image Generation (Nano Banana)

CREATIVE CONCEPT

Oscar uses Gemini to brainstorm ideas for his race helmet before collaborating with the artist. The video shows the grand reveal.

WHY IT WORKED

Positioned Gemini as a creative thought partner in Oscar’s helmet-design process. The activation connected a product capability to something fans already cared about: the driver’s creative choices and race-weekend reveal.

OUTCOME

• 266K+ likes on the carousel
• 126K+ likes on the video
• 4.8K+ reposts
• 2K+ comments

The content ran across organic and paid distribution.

Miami / Gemini Live

https://www.instagram.com/googlegemini/reel/DJMipjGJqoV/

Watch the Miami video

PRODUCT FOCUS

Gemini Live

CREATIVE CONCEPT

Oscar and Lando demonstrate the new Gemini Live features together in a playful, interactive format, giving fans a behind-the-scenes view into the McLaren garage.

WHY IT WORKED

Introduced Gemini through the drivers’ personalities. Their interaction gave the product demonstration a natural place within content fans wanted to watch.

OUTCOME

• 40M+ views
• 130% above engagement benchmarks
• Gemini’s highest follower-converting Reel at launch

Montreal / A fantasy racetrack

https://www.instagram.com/p/DK7BdKBOito/

Watch the Montreal video

PRODUCT FOCUS

Video Generation (Veo 3)

CREATIVE CONCEPT

Oscar experiments with Gemini’s video-generation capabilities to create a fantasy racetrack.

WHY IT WORKED

Extended the partnership’s creative platform into video generation, showing how multiple Gemini capabilities could connect to the drivers’ interests and F1 fan culture.

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Portfolio home · Brand Strategy · Creative Campaigns · Partnerships · Brand Experiences

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