Billie Eilish + Google
With over 70% of a concert’s carbon footprint stemming from fan travel to and from a show, I identified an opportunity to develop a partnership between Billie Eilish and Google, aligning their shared commitment to sustainability. By integrating Google Maps into Billie's tour, we empowered fans to make eco-friendly choices.
Through Maps, fans were directed to sustainable transit options and could explore Billie’s curated list of plant-based restaurants. This collaboration, amplified by a comprehensive marketing campaign across Google and Billie’s platforms, paid media, and press - including billboards in New York and Los Angeles - brought Google Maps into the cultural conversation and drove usage with Gen Z.
Charli XCX + TROYE SIVAN
Leaning into the buzz around Charli and Troye’s Sweat tour and Charli’s new album, I spearheaded this strategic partnership for Google Shopping. By leading talent negotiations and collaborating with a celebrated creative director both parties were excited about, we developed a unique campaign that resonated with their fanbase.
In a series of social and digital spots shot like moments from a music video and nodding to the iconic duo’s friendship, Charli and Troye presented thoughtful gifts they got for one another, and the deals, using Shop with Google. The campaign generated significant product awareness and press during the holiday season.
WNBA
Leveraging the rising trend of “tunnel fits” during the WNBA playoffs, I led the partnerships strategy to showcase Google Lens’ innovative search capabilities. By featuring star athletes like Kahleah Copper and Kelsey Plum, we created a TV and digital ad campaign that empowered fans to identify their favorite outfits with the product. This initiative not only boosted Search preference but also underscored Google and the WNBA’s commitment to women in sports.
NETFLIX + GOOGLE
As part of Google Shopping’s strategy to enhance the consumer’s shopping experience, we developed a partnership with Netflix’s popular series, Emily in Paris, for its upcoming season. I built the relationship with Lily Collins and her team to land the partnership, negotiate the deal terms and ensure the content was authentic to her and Netflix, integrating Google Lens into the show’s narrative through a social content series.
The campaign showcased real-world applications of the product in a relatable and engaging way. Through a strategic mix of organic and paid social content, we successfully drove user interest and increased product usage.
STEPH CURRY
Recognizing a shared mission to support Black-owned businesses, I cultivated a long-term relationship for Google with Steph Curry. By aligning Curry’s off court goals with Google’s initiative to support Black-owned businesses, particularly during the COVID-19 pandemic, we created a meaningful and authentic collaboration.
I led the negotiations, contracting and deliverables to execute the partnership, culminating in a vlogging-style YouTube series that showcased Curry’s favorite Black and minority-owned businesses in Oakland. Ultimately, the partnership expanded beyond initial Search features to include other products like Google Photos, demonstrating its lasting impact.
ISSA RAE
When the Google Assistant first launched, there was a need to integrate the product into popular culture to increase awareness and usage. I identified Issa Rae of HBO’s Insecure as the personality to do this with, launching her as the second celebrity voice of the Assistant (John Legend was the first).
By leveraging her relatable personality and HBO's Insecure IP, we created a playful social campaign, #TalkLikeIssa, to promote the new voice, driving user engagement and positive media coverage.
JOHN LEGEND
To enhance user engagement with the newly launched Google Assistant, I helped select John Legend as the inaugural voice and oversaw the partnership. We sought to infuse his iconic voice and personality into the AI technology, creating a more personalized and engaging user experience.
The resulting #TalkLikeALegend campaign garnered significant media attention and increased user interest in the product.
HOME ALONE + GOOGLE
To tap into holiday nostalgia and drive Google Assistant adoption, I led this partnership with Macaulay Culkin for a modern twist on Home Alone. By recreating iconic scenes - this time with the Assistant involved - we developed a buzz worthy campaign that drove Assistant activation and resonated with audiences.
I sat down with Macaulay over pizza to craft a script that both he and Google were happy with. The campaign racked up 350M+ views and was included in AdAge’s most-viewed holiday spot of 2018.