Featured
Featured Live Action Animation & Design XR & Immersive Process All

Google
"Google Assistant"

To launch Google Assistant’s new App integration, we crafted a series of delightful Insta-films, taking Google’s iconic primary color palette and evolving it with a new cast of characters, fluid transitions and animated environments.

On top of developing an entire robust and versatile system of visual values, we were tasked with creating characters that were true to “Google” – friendly, relatable, flat graphic, using solid primary colors, yet with an additional layer of dimension and depth within that 2D aesthetic.
Google Assistant Long
We explored a wide variety of body shapes, skin tones, line and fill textures, finally settling on a refreshing and trendy approach, that landed us in a more adult and nuanced world, while staying instantly recognizable as Google.
Twitter :15
In the fast paced, quick-consumption context of Instagram, it’s key to grab the viewer's attention right away with a surprising transition hooking us right into the story. The Google molecule gave us the perfect device – we opened each film with an unexpected camera move from the iconic color circles into our three-dimensional graphic world.
Google Assistant 05
Google Assistant 07
Google Assistant 05
NikeRun :15
To give the characters an extra dimension of life and organic motion, secondary animations were lovingly crafted frame by frame – from the bounce of the runner’s hair, to the flex of his jersey, every detail was cared for.
Google Assistant 06
Postmates :15
We love the idea of unexpectedly changing perspectives, allowing our camera to seamlessly transition us from “flat” views, into surprisingly dimensional and immersive graphic environments and back again. With this approach, we were also able to cleverly integrate the established Google icon ecosystem, into our environments.
Google Assistant 10
Google Assistant 08
Google Assistant 08
Google Assistant 07
Google Assistant 11
Open Use :15
For each character we explored a variety of color combinations within the Google color palette.
Google Assistant 12
Character Explorations
Google Assistant Warm Up 03
Google Assistant Warm Up 02
The exploratory stage yielded a variety of exciting design directions and character approaches - from unconventional and stylized to harmonious and relaxed, with plenty of juicy stuff to share.
Google Assistant Warm Up 05
Google Assistant Warm Up 01
Google Assistant Warm Up 04
Google Assistant Warm Up 06
Google Assistant Warm Up 07

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Credits

Client:
Google
Production:
Aggressive / NiceShit
Agency:
Arts & Letters
Exec. Creative Director:
Dan Shapiro, Alex Topaller
Creative Directors:
Carmen Angelillo, Rodier Kidmann, Guido Lambertini
Producers:
Dustin Pownall, Agusta Timotea, Won Cha
Art Direction:
Rodier Kidmann, Carmen Angelillo
Design & Illustration:
Rodier Kidmann, Elda Broglio, Nuria Boj, Franco Vecchi, Miguel Angel Camprubí
Animation Director:
Guido Lambertini
Cel Animation & Clean Up:
Juan Nadalino, Ezequiel Cruz, David Maliboo, Ana Freitas, Margarita Rojas, Libardo Bohorquez
Animation & Compositing:
Ana Freitas, Guido Lambertini
Additional Editing:
Dustin Pownall
Music & Sound Design:
Wesley Slover
Music & Sound Design Dir. Cut:
Facundo Capece

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