Creative Direction: Courtney Israel
Google Search SXSW
Google saw South by Southwest as a huge opportunity to showcase to hungry musicians how specific features of Google Search could boost fan engagement and spread the hype. The presentation tone was the brand’s usual style of simple, minimal, how-to expertise. But the niche audience meant we could wrap it visually with the true grit and aspiration of musicians who long to be on the big stage someday. Through clear, concise structure peppered with subtle moments of animation, Google Search conveyed to their audience that they saw their struggles and could be a trusted partner along the way.