Google Workspace

Ahead of NEXT ‘23, the Google Chat product marketing team asked us to help elevate their content to feel more in line with other Google product sizzles. We had already created a series of product-forward spots with them—practical, app-accurate videos designed to introduce and explain new features as they launched. For the showcase, they wanted something more cinematic, expressive, and abstract. In short, they were looking for a brand-style moment that could set the tone for what was just over the horizon.

The project kicked off with a feature list that included over 30 updates spanning Gemini AI, automation, and new collaboration tools, but no fully-defined story. We helped shape the narrative, guide the creative direction, and deliver a video that felt polished and emotionally connected. It was a step up in tone and style from the earlier product-driven pieces and gave Chat a moment in the spotlight that aligned with the broader Workspace brand.

We had been working with the Chat product marketing team on earlier product-focused content, but this project required a shift. The showcase needed to feel more cinematic and brand-forward—less about step-by-step UI, and more about energy, tone, and visual storytelling.

Since this style was new to the team, we also helped guide the process. We shared references, explored motion tests, and showed how an abstract approach could still support product goals. Visually, we leaned into layered motion, simplified Material shapes, and bold color to reflect the product’s momentum without relying on literal UI throughout.

We built the video in modular sequences, giving us flexibility as the roadmap evolved. Sections could be shifted or swapped without breaking the flow, allowing us to preserve animation ideas even as priorities changed.

Through multiple rounds of revision, we stayed focused on the original vision. In the end, we delivered a piece that felt polished, expressive, and like a creative step forward for the team.