I developed campaign concepts and scripts that integrated Gemini into Google's partnership with McLaren Racing, turning product marketing into content Formula 1 fans genuinely wanted to watch.

THE CREATIVE CHALLENGE

Google's partnership with McLaren Racing was already established, but Gemini had become the flagship product within it.

The challenge was to make Gemini feel like a natural part of the fan experience vs. not just another sponsor logo.

THE INSIGHT

CULTURAL INSIGHT →  F1 fans care about the drivers more than the sponsors. The strongest partnership content builds on the drivers' personalities, interests, and creative process—not the brand itself.

THE CREATIVE STRATEGY

Instead of treating the partnership as a series of product launches, I gave Gemini a different role throughout the season. Each activation highlighted a specific product capability while building on the drivers' personalities, interests, or creative process.

MY CONTRIBUTIONS

• Developed campaign concepts and creative direction
• Defined the creative vision and key messaging for the Austin helmet reveal in partnership with Oscar Piastri's management team
• Shaped the Austin activation across organic and paid content
• Partnered with Google Brand, Product Marketing, and McLaren throughout campaign development

Content Highlight: Austin Grand Prix

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

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

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 rather than replacing the creative process.

Culminated in the partnership's largest creative activation, positioning Gemini as a brainstorming partner through Oscar's helmet design.

• 266K+ likes (carousel)
• 126K+ likes (video)
• 4.8K+ reposts
• 2K+ comments

One of McLaren's strongest performing partnership content moments. Organic reach was amplified with paid — the content performed in both environments.

Content Highlight: Miami Grand Prix

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

PRODUCT FOCUS

Gemini Live

CREATIVE CONCEPT

Oscar & 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 + OUTCOME

Introduced Gemini to fans  through the drivers' personalities and generated strong engagement.

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

Content Highlight: Montreal Grand Prix

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

PRODUCT FOCUS

Video Generation (Veo 3)

CREATIVE CONCEPT

Oscar experiments with Gemini's new  Video generation capabilities to create a fantasy racetrack

WHY IT WORKED

Expanded the creative platform to Gemini Image Generation, showing the partnership could support multiple product capabilities.

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