Don’t love it a little, love it a lot.

BACKGROUND

In 2015, Google hired 72andSunny LA to develop a global integrated campaign with a strong POV to support the launch of its 2nd generation of Chromecast products that enable people to cast content to TV and speakers directly from their phone. So we celebrated the magic of casting and the entertainment lovers who love their content big and loud.

OBJECTIVE

Establish the Chromecast family of products as the amplifier for joy among content lovers, and educate them on the cast technology and cast enabled products.

CHALLENGE

People are consuming a broader range of digital content at an ever-increasing rate, across all of their devices. They’re looking for brands and products that create seamless entertainment experiences.

OPPORTUNITY

Celebrate how Chromecast amplifies the joy and love of entertainment by allowing people to seamlessly watch and listen to it on the stage it deserves.

MY ROLE & RESPONSIBILITIES

• Guided the awesome 72andSunny brand, planning, and creative teams in Los Angeles and Amsterdam as Brand Director (freelance)

• Oversaw the creative development and production process of the global integrated campaign, with a special focus on digital

• Managed collaboration with media teams on campaign performance and analytics

• Led all digital work related to this campaign as well as the brand partnership campaign with HBO NOW consisting of video, rich media, standard banners, and social media assets

ACHIEVEMENTS

• The campaign successfully launched with an anthem film at Google's Keynote speech in front of millions of eyeballs

• I brought teams together to ensure global needs were met while pushing for innovation throughout and delivering world-class work

INSIGHT

Great content belongs on the big stage. When it comes to entertainment, the bigger and the louder, the better.

STRATEGY

Show that you will love your favorite movies, music, and games a lot more with Chromecast.

REASON TO BELIEVE

The Cast family of products helps people get the best entertainment experience possible, as it was meant to be; bigger, louder, more immersive, and more social.

PROJECT OVERVIEW

We let the world know that you no longer have to love your favorite content a little when you can 'LOVE IT A LOT' by casting it big to your TV and speakers. We produced a series of 30" and 15" films that aired on TV and ran online. Partner product films were made. Rich media banners took over the New York Times and YouTube. Standard banners unit took over the rest of the web. The Chromecast homepage got a complete redesign. New How-to videos were made and we shot for product packaging, outdoor and in-store displays. I served as the brand director (freelance) and digital lead. Below is a snapshot.