I helped lead the creative direction for Android’s first branded, in-person event at CES in 2023.
CES has always been an opportunity for Google to drive awareness and build brand equity. In 2023, the public experienced the first Android-branded booth. We anchored the experience in a way that felt uniquely Android by reimagining the Android logo as a cast of 3D characters—each with its own personality and style. We developed nearly 60 unique characters that appeared throughout the booth, in digital signage, and across an out-of-home (OOH) campaign.
To bring this to life, we partnered with Sparks, a leading experiential design agency, to create a cutting-edge, 4,000-square-foot booth that showcased Google’s latest products and innovations. The event also featured the “Better Together” campaign, highlighting how Android devices seamlessly coordinate for a more connected user experience.
The in-person activation transformed Android from a brand with limited public touchpoints into an immersive experience that embodied the personality and playfulness of the broader Google ecosystem.
To bring this to life, we partnered with Sparks, a leading experiential design agency, to create a cutting-edge, 4,000-square-foot booth that showcased Google’s latest products and innovations. The event also featured the “Better Together” campaign, highlighting how Android devices seamlessly coordinate for a more connected user experience.
The in-person activation transformed Android from a brand with limited public touchpoints into an immersive experience that embodied the personality and playfulness of the broader Google ecosystem.
The Joy Factory
We invited visitors into Android’s “Joy Factory” to see firsthand how the operating system connects across diverse device ecosystems. Guests were greeted by a revolving Android character—an animated, playful take on the brand mark—symbolizing Android as a connective force.
I helped direct the look and feel of the booth alongside our experiential creative lead. We emphasized warm natural materials, Google’s signature primaries, and bold Android accents. Each area featured interactive exhibits designed to be intuitive and hands-on.
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I helped direct the look and feel of the booth alongside our experiential creative lead. We emphasized warm natural materials, Google’s signature primaries, and bold Android accents. Each area featured interactive exhibits designed to be intuitive and hands-on.
These interactive moments turned Android’s technical features into playful, memorable experiences that captured attention and reinforced brand personality.
Nearby Share experience:
A touchscreen station where visitors could design and personalize their own Android character, bringing the brand to life in a fun, tactile way.
Fast Pair slot machine:
A larger-than-life Android-green slot machine that revealed random product combinations with every pull of the lever. A row of three matching Android characters triggered a winning sequence, echoing the excitement of Vegas while showcasing Android’s Fast Pair technology.
3D Character System
I led the development of a cast of nearly 60 Android characters—a playful evolution of the familiar logo mark. Each character had a unique personality, adding sparks of joy while reinforcing the message that Android connects a universe of products.
We extended this system beyond CES into the OOH campaign, retail spaces, and public installations. The characters not only created immediate buzz but also established a creative foundation for future Android campaigns.
We extended this system beyond CES into the OOH campaign, retail spaces, and public installations. The characters not only created immediate buzz but also established a creative foundation for future Android campaigns.
LED Screen
I led the visual content for the massive 52’ x 18’ LED screen outside the booth, creating bold animation sequences that drew attendees throughout the day. I also designed boards for teaser animations that built anticipation ahead of the event.
The process included creating design boards for an animated teaser to build anticipation for the event.
We activated three of Las Vegas’s largest billboards and a full buyout of the Las Vegas Monorail.
OOH Campaign
As a team, we scaled the experience across Las Vegas—activating three of the city’s largest billboards and fully wrapping the Las Vegas Monorail. I directed the animated content, producing 30 minutes of bespoke sequences across five themes, each showcasing different aspects of Android’s ecosystem.
Visual Identity
We created a bespoke visual identity for the pop-up that blended Android and Google. From afar, the booth read as “core Google,” anchored in the company’s signature primaries. Up close, I introduced Android’s neon green and deep teal to add energy, depth, and brand personality, creating a distinct visual language that carried through every touchpoint.
Bespoke Photoshoot
This project was produced at Google with a talented team of designers, animators, producers, and agency partners.
Produced at Google.
Project: CES 2023
Launch: 2023
Creative Direction: Philip McDougall
Motion Direction: Jovanna Tosello
Design: Jovanna Tosello, Kittaya Treseangrat, Roshumba Llewellyn
Motion Agency: De-yan
Environmental Production Agency: Sparks