Installation
Interactive
Digital
Client
Agency
rehab agency
Release date
Location
US
What I did
Creative Director
The context
The next generation is increasingly turning to social apps for needs traditionally met by Google Search. Gen-Z is less engaged with the discovery it offers. They see it as a news app rather than an exciting one, having grown used to content being pushed rather than searched for. The goal was to get younger users, uninspired by the ‘search box’, to see and feel the innovation in Google Lens so they can do more.
The approach
We helped the Google Lens team shift Gen-Z and millennials’ perception of Google Search and position it as their preferred app for finding information on their phone, through a DOOH activation concept. Search Cube is a large-scale cube located in major US cities, its glass constructed from see-through LED screens (and graphic vinyls for lower-tier executions) running animations that guide users through the exhibited environment. It is a giant representation of Google Lens and its features, serving users with real environments to explore and building a deeper understanding of all the ways Google Lens can be used in the real world. Search Cube connects the digital and physical worlds, encouraging audiences to engage and learn more through the Google app.
The concept has been selected by the executive team at Google and is now in the prototyping phase.
