Standing up Gemini's
creator practice
CLIENT: Google
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY & DIRECTION
Standing up Gemini's
creator practice
CLIENT: Google
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY & DIRECTION
Standing up Gemini's
creator practice
CLIENT: Google
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY & DIRECTION
CHALLENGE
CHALLENGE
CHALLENGE
Creators had become a hard sell inside Google
Creators had become a hard sell inside Google
Creators had become a hard sell inside Google
Google needed a more rigorous model for working with creators. One that gave its 9 business units confidence in the strategy, standards, and infrastructure required to scale. Gemini was the priority and place to prove it.
Google needed a more rigorous model for working with creators. One that gave its 9 business units confidence in the strategy, standards, and infrastructure required to scale. Gemini was the priority and place to prove it.
Google needed a more rigorous model for working with creators. One that gave its 9 business units confidence in the strategy, standards, and infrastructure required to scale. Gemini was the priority and place to prove it.
INSIGHT
INSIGHT
INSIGHT
Capability was no longer the differentiator
Capability was no longer the differentiator
Capability was no longer the differentiator
As AI products converged, Gemini had to do more than demonstrate what its tech could do. It needed to
build a stronger connection with people by showing up in more human, culturally relevant ways. Creators were the way for Gemini to do that.
As AI products converged, Gemini had to do more than demonstrate what its tech could do. It needed to build a stronger connection with people by showing up in more human, culturally relevant ways. Creators were the way for Gemini to do that.
As AI products converged, Gemini had to do more than demonstrate what its tech could do. It needed to build a stronger connection with people by showing up in more human, culturally relevant ways. Creators were the way for Gemini to do that.
STRATEGY
STRATEGY
STRATEGY
Build the system behind creators
Build the system behind creators
Build the system behind creators
Nothing would scale until the organization had a shared case for creators and a system to support it.
Nothing would scale until the organization had a shared case for creators and a system to support it.
Nothing would scale until the organization had a shared case for creators and a system to support it.
Practice
Practice
Practice
Brand safe by design
Brand safe by design
Brand safe by design
Scaling creator work required infrastructure: Casting, vetting, creator selection, and QA standards gave teams a clear way to work with creators.
Scaling creator work required infrastructure: Casting, vetting, creator selection, and QA standards gave teams a clear way to work with creators.
Scaling creator work required infrastructure: Casting, vetting, creator selection, and QA standards gave teams a clear way to work with creators.
2026
2026
Creator Partnerships
Operating System
Creator Partnerships Operating System
Creator Partnerships
Operating System
CAMPAIGN PLATFORM
CAMPAIGN PLATFORM
CAMPAIGN PLATFORM
Zero Distance
Zero Distance
Zero Distance
AI erases the distance between what you imagine and
what you can make. One idea with four creative territories.
AI erases the distance between what you imagine and what you can make. One idea with four territories.
AI erases the distance between what you imagine and what you can make. One idea with four territories.
Zero
Distance
What
If?
What
If?
What
If?
Brain
Ease
Brain
Ease
Becoming
Becoming
Becoming
First
Move
First
Move
First
Move
Brain
Ease
First
Move
IN PRACTICE
IN PRACTICE
IN PRACTICE
Territory I: What If?
Territory I: What If?
Territory I: What If?
Creators pushed what was possible, turning ambitious ideas into reality using Gemini's Omni.
Creators pushed what was possible, turning ambitious ideas into reality using Gemini's Omni.
Creators pushed what was possible, turning ambitious ideas into reality using Gemini's Omni.
RESULTS
RESULTS
RESULTS
5 to 56 creators in four months
5 to 56 creators in four months
5 to 56 creators in four months
And this Gemini proof brought the rest of the Google org along.
And this Gemini proof brought the rest of the Google org along.
And this Gemini proof brought the rest of the Google org along.
•••
+3pts
+3pts
+3pts
BRAND
Lift
BRAND
Lift
BRAND
Lift
•••
+17%
+17%
+17%
APP
INSTALLS
APP
INSTALLS
APP
INSTALLS
•••
CMO
CMO
CMO
APPROVED TO SCALE
ENTERPRISE-WIDE
APPROVED TO SCALE
ENTERPRISE-WIDE
APPROVED TO SCALE ENTERPRISE-WIDE
