GOOGLE EXPRESS

Google's first foray into same-day home delivery was a challenger brand story from the start. Entering a space Amazon already owned, with no playbook and everything to prove, we launched in five cities and built the brand as we went — in true partnership with the Google team.

The creative idea was deceptively simple: name a human moment, show the products that make it possible, and get out of the way. Sugar-rush-hour, delivered. Every-given-Sunday, delivered. Pwnage, delivered. One hyphenated thought to unlock an entire lifestyle. Maximum restraint, maximum recognition.

We also created a series of videos using Google Search itself as the storytelling device — the queries revealing who the person is, the delivery as the resolution. The brand's own DNA became the narrative engine.