Google Cloud Gen AI Toolkit
Google Cloud pivots to AI
The Brief
Google Cloud came to Hook with a very exciting brief: they wanted us to create a motion toolkit that could be used by their agency partners around the world on Generative AI campaign work.
My Role
I worked closely with our design and animation team to create a motion "language" that felt as if onscreen elements were being generated in realtime by an AI agent. We loved the idea of an "alien intelligence" -- half biological, half digital. Organic forms combined with clocklike mechanical movements. I had a blast riffing on these ideas. What is the nature of generative AI and how do we visualize that?
I worked closely with our design and animation team to create a motion "language" that felt as if onscreen elements were being generated in realtime by an AI agent. We loved the idea of an "alien intelligence" -- half biological, half digital. Organic forms combined with clocklike mechanical movements. I had a blast riffing on these ideas. What is the nature of generative AI and how do we visualize that?
Outcome
The Google Cloud team was thrilled with the motion toolkit we developed for them and their partners to use. We continue to partner with Google Cloud, helping them share stories of how AI is transforming business for their clients.
The Google Cloud team was thrilled with the motion toolkit we developed for them and their partners to use. We continue to partner with Google Cloud, helping them share stories of how AI is transforming business for their clients.
Cloud Brand Display Campaign
After the successful partnership on the Gen AI campaign, Google Cloud asked us to develop the visual and motion language for their overall 2025 brand campaign, first executed in a series of HTML banner ads.We continued to develop the organic/robotic synthesis, and it led us to develop the "Blorb" — a visual avatar for the AI intelligence that became the hero of these banner ads.Animating the Blorb in HTML was a huge technical accomplishment for our team, pushing the boundaries of what can be achieved in a modern banner ad.
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