Brief

Create a series of helpful videos that highlight quality of life features from Google.

While working at 1000heads I had the amazing opportunity to work for Grow with Google. Q. What is Grow with Google? A. Grow with Google helps ensure that the opportunities created by technology are available to everyone. During the lockdown there was a drive to offer helpful tips and advice. Putting out a short series of videos that highlight helpful features and to present them in a fun and engaging way. Google is famous for their nuanced animation and kinetic typography. That was something me and Ian Mann (Design & Production Director at 1000heads) wanted to tap into for these creatives. We built scripts around each concept and refined them until we were left with only what was essential to communicate the message for each piece, and got to building the animations from there.

The greyscale feature presented an interesting challenge. We had to present the benefits of removing colour from your device while not undermining the value of colour.

So we wanted to start the video by demonstrating how colour can be used as an effective tool. Once we establish the way colour is used we can then deliver the core message about the benefit of removing the colour completely. A lot of colour terminology is linked to sound - 'whoa that's a pretty loud shirt!' The perfect way to make the point relatable.

As someone who watches countless hours of Youtube for both learning and just entertainment, I know it can be easy to loose track of time.
The autoplay feature is something I could relate to.

For this we wanted to use elements from the Youtube UI to help tell the story as well as using subtle typographic moments to help pull it all together.

How do we visualize the benefits and concept in a way that feels appropriate to the brand world?

Mindfulness is quite an abstract subject.
The approach was to use a graphic treatment that helps to illustrate our thoughts and educate about its importance.