CIO Forum: Developing the visual treatment for an all-digital event.
2021, in-house
Overview
One of my first projects as part of the brand and creative team at Google Cloud was to define the look and feel of an online event called CEO Forum. The previous agency came up short, so we had to work with a limited budget, protracted timeline and a large scope. But we were up for the challenge.
One of my first projects as part of the brand and creative team at Google Cloud was to define the look and feel of an online event called CEO Forum. The previous agency came up short, so we had to work with a limited budget, protracted timeline and a large scope. But we were up for the challenge.
Before presenting the final direction, I put together a series of abstract shapes and functions. These conceptual totems pointed at how varied elements could converge to create groundbreaking innovations.
We tried different options but ultimately arrived at a narrative centered on Google Cloud with added interest, elegance and enterprise maturity, and a touch of Google magic.
A Deeper Look
Challenge
CIO Forum was defined as a catalyst for innovation, bringing industry leaders together to spark serendipitous conversations and generate groundbreaking ideas. Our executive stakeholders wanted to create an impactful and memorable moment. I came up with a narrative on the power of cause and effect, momentum, and collaboration, but we needed to position Google Cloud as the driving force behind these transformative interactions.
Results
Results
We partnered with Man vs machine, a well known specialist in the motion graphics space, to help us figure out how optimize time and budget by reusing ready-mades in their library. As we had very little time, I stayed very hands-on with the team through detailed storyboarding and art direction, ensuring that the catalyst—a dynamic, morphing blue ball—symbolized intelligence and agency. As we progressed through the narrative, we rapidly iterated a series of versatile scenes using those same pre-existing assets to help flesh out the look and feel into several marketing formats. The resulting intro film, showcased at the event, captured the essence of our vision and generated excitement while the interstitials and calls to action retained its imaginative character
We’re proud of the work we created. We relied on our strengths and leveraged multiple teams to help run the event smoothly. It was so successful that it was continued on by the newly formed event team.
Creative Director
Jason Luster
Collaborators
Design Lead / Karen Lo
Project Management / Denny Tran
Agency / Man vs Machine
Collaborators
Design Lead / Karen Lo
Project Management / Denny Tran
Agency / Man vs Machine
