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Client
Think with Google
Year
2020
Services
Animation
Copywriting
Illustration
Credits
Creative Direction & Illustration - Marta Croce
Concept Ideation - Jordan Richards
Copywriting - Julia Burns
Animation - RCCO
Think with Google looked to finish 2020 with a piece of content that reflected and respected the difficulties we all faced in the first year of the COVID pandemic. We looked to tell the incredible story of people’s lives, through the lense of search trends. The data helped us to learn the ways that search had aided people. A key example of this is in finding answers as how to adapt to the “new normal”.
We worked with data analysts to ideate a clear journey of 2020 through search terms. We noticed that searches followed Maslow’s hierarchy of needs throughout the year, from basic essentials (e.g. buying toilet-roll) through to relationships, and later self actualisation (e.g. learning new skills). We supported Google in concept, copywriting, design, animation and post-production.
The creative direction utilised Think with Google’s strong identity. We leveraged their “cool” colour palette with green to show uplifts in search trends and blue to show declines. The animation combines illustrations of life events with data visualisation to communicate the varying journey through the year.
This new format of character animation for the Think with Google YouTube channel was a huge success. It related in a large amount of organic views and became the top-viewed piece of content from 2020 on the global channel.
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