Google Project Re:Brief

Google Project Re: Brief re-imagined iconic campaigns from four global brands, using the latest web technologies to bring the original ad concepts to life for a modern audience.

When our team was briefed about Project Re:Brief, we were all excited about getting involved in such a great project. From the user perspective, no one does online advertising better than Google. Moreover, Google invited the original creative minds behind the old ads to collaborate with their team on the new ads, so the content and material for Project Re:Brief was incredible.

When approaching the User Experience Design, we thought the process of creation, showcasing the Google technologies used, and celebrating the final results were equally important. To deliver the best Re:Brief experience, we created equal balances between these three main elements. Moreover, the new ads were designed across different devices and platforms such as desktop browser, mobile apps and tablet apps, so we had the opportunity to adapt our designs across all 3.

Because of the complexity of the project, we began with several white board sessions with Google and partner teams to fully understand the dynamic content of new ads and really nail down and finalize the wireframes before moving to design.

Web Designer Magazine Issue 199

Through Project Re:Brief, Google focused on four campaigns from Coca Cola, Volvo, AlkaSeltzer and Avis. To easily navigate through the different brand pages, we designed an always-present brand menu on the bottom of the site. From there, each brand page starts with an overview of the original ads, a tour of the new ads and an explanation of how Google technologies brought each new ad to life. The long scrolling page helps the user understand the re-brief process and Google products through a narrative experience. The section menu on the left indicates the flow and links down to each section of the page for a user who may have already been through the journey and is looking for something specific.

One of our early ideas was to use Google Map engine and build a giant canvas included four brands. Each brand would be located on a different part of the canvas. The user could zoom-in to see more detailed content for each brand, and move the canvas to browse the other brands. But in the end, we stuck with the flexible narrative structure, in order to really let the content shine, and allow for easy content updates.

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