ROLE: CREATIVE STRATEGIST
SECTION 1
A 360 campaign to promote Digital Wellbeing.
SECTION 2
Long form content to inform the c-suite audience about Google Cloud.
SECTION 3
Micro content to hit the c-suite audience when and where they are most engaged.
SECTION 1
Digital Wellbeing
Google came to T Brand Studio in hopes of demonstrating that technology, when used thoughtfully, can promote wellbeing. Together we sought to show that if we manage usage with care, technology can add more to our lives.
The Work: Print
All together, T Brand created three multi-page print spreads that ran in special editorial sections produced by select newsroom desks: Parenting, Styles and Smarter Living.
This custom content enhanced the experience of the reader and built trust for Google.
The Creative Idea
I pitched educating our readers on Digital Wellbeing through a special newsroom partnership. Through partnership with our Newsroom we crafted original content, rendered in a visually playful, relatable style, that offered actionable tips on digital wellbeing across three key areas:
How to help kids navigate tech use.
How to get the most out of life by disconnecting selectively.
How to model the right technology behaviors for your family.
Through both print and digital executions, we educated users about wellbeing in a welcoming context and providing helpful tips.
The Work: Digital
T Brand also created Flex Frames that ran adjacent to the five custom online “mini guides” from the newsroom.
SECTION 2
Google Cloud
The Creative Idea
By showing our C-Suite Audience how and why Google Cloud was created, we made cloud technology feel tangible and subsequently positioned the cloud as a service that is easier to trust and implement in day to day business operations.
Defense in Depth
How Google Cloud’s comprehensive security extends into the physical realm.
SECTION 3
Micro Content
Through in-depth research, we also understood when and where C-Suite and Business Decision Makers were consuming content across The New York Times. We created a series of micro content to hit this audience at the moments when they were most engaged.
