The Challenge: The Android brand has a passionate community of developers and superfans, but they lacked a modern, dynamic way to express their individuality within the ecosystem. Our challenge was to create a culturally relevant platform that would deepen brand love by putting Google's most advanced creative tools directly into their hands.
The Big Idea: Let users co-create with Google AI to turn themselves into one-of-a-kind Android bots, designing a new visual language for personal expression and fandom. Say hello to Androidify. It's your world, your way, your Android.
My Role: As Creative Lead, I was responsible for the project from start to finish. My role involved not just managing the creative team, but also shaping the core concept by using Google’s own AI suite, including Veo, Gemini Flash, and Imagen, to explore, visualize, and articulate the idea to our clients.
Execution: We launched with an anthem film that brought the vibrant, customizable world of Androidify to life.
Then Androidify landed. The response was immediate. Within the first week, the platform saw widespread adoption as tens of thousands of users began creating their own bots, flooding the internet with unique, user-generated creations.
To make a huge splash, we unveiled the platform at Google I/O, the brand's biggest stage. We concepted and co-designed an interactive on-site activation where developers could create their bots in real-time and print out custom swag, including stickers designed to cheekily fit over the Apple logo on their devices.
Following the launch, we partnered with the popular YouTube channel “The Android Show” for a deep-dive segment that showcased the AI technology behind the experience, further engaging the core developer community.
And of course, there had to be custom swag.
Made at R/GA NY with Jacob Coutino, Flavio Montiel, Sam Maguinness, Paul Torres, and Bryan Gregg.