Google Store asked us to work with them to develop the art direction for their Black Friday & Holiday 2022 campaign.

The holidays are the most stressful time of the year for Americans – between travel, family gatherings and gift shopping they need more help than any other time of the year. How can we simultaneously be helpful and relevant to customers during this busy time?

We want to help. We’ll create an environment of calm for our shoppers, in direct contrast to what is happening everywhere else. We’ll help customers find the perfect gifts. And bring holiday spirit into shopping, without stress.

We developed a scalable toolkit of creative guidelines that allowed their internal teams to swap in a range of products when it came time for execution in November.