I helped lead the art direction and design of Google’s in-person experience at CES, the most influential tech event in the world.
I helped launch Google's Android activation at CES 2023. CES has always been an opportunity for Google to drive conversation and build brand equity. 2023, however, was the first Android-branded experience ever to be experienced by the public.
We anchored the experience in a novel and interesting way that felt uniquely Android. We took the Android logo mark and derived a cast of 3D Android characters, each with its own unique personality and style. We developed 60 unique characters that would live throught the physical booth, digital signage, and OOH campaign.
To make this vision a reality, we partnered with a leading experiential design agency, Sparks, to help us create a cutting-edge booth that would showcase Google's latest products and innovations in a dynamic and engaging way. This year's event featured the "Better Together" campaign which showcased how Android is evolving its devices to coordinate in an even more seamless and user-friendly way.
The in-person experience was able to take the Android brand as something the public had little interaction with and transform it into an experience that embodied the personality and fun of the greater Google family of products.
We anchored the experience in a novel and interesting way that felt uniquely Android. We took the Android logo mark and derived a cast of 3D Android characters, each with its own unique personality and style. We developed 60 unique characters that would live throught the physical booth, digital signage, and OOH campaign.
To make this vision a reality, we partnered with a leading experiential design agency, Sparks, to help us create a cutting-edge booth that would showcase Google's latest products and innovations in a dynamic and engaging way. This year's event featured the "Better Together" campaign which showcased how Android is evolving its devices to coordinate in an even more seamless and user-friendly way.
The in-person experience was able to take the Android brand as something the public had little interaction with and transform it into an experience that embodied the personality and fun of the greater Google family of products.
We invited visitors to experience Android's "Joy Factory" and see firsthand how the operating system provides a seamless, connected experience across a variety of device ecosystems.
Upon entering the booth, visitors were immediately greeted by a large revolving Android character, a playful take on our familiar brand mark that emphasized the idea of Android as a connective force across different products.
The style of booth emphasized warm natural materials and pops of the Google's primaries. Each area featured an interactive exhibit, which allowed visitors to get hands-on with Android's latest products. The featured areas were designed to be user-friendly and intuitive, with clear signage and knowledgeable staff on hand to answer any questions.
By designing a variety of interactive and hands-on elements, we aimed to showcase all that Android has to offer in an innovative and compelling way. We had product demonstration and interactive areas which invited attendees to experience the technology in an engaging way.![]()
Upon entering the booth, visitors were immediately greeted by a large revolving Android character, a playful take on our familiar brand mark that emphasized the idea of Android as a connective force across different products.
The style of booth emphasized warm natural materials and pops of the Google's primaries. Each area featured an interactive exhibit, which allowed visitors to get hands-on with Android's latest products. The featured areas were designed to be user-friendly and intuitive, with clear signage and knowledgeable staff on hand to answer any questions.
By designing a variety of interactive and hands-on elements, we aimed to showcase all that Android has to offer in an innovative and compelling way. We had product demonstration and interactive areas which invited attendees to experience the technology in an engaging way.
Once inside the booth, we had an array of engaging experience for attendees to enjoy.
To showcase nearby share capabilities of Android devices, we had an interactive touchscreen which allowed attendees to customize their own android character.
Another interactive highlight was how we invited attendees to try their luck with a Vegas style slot machine that represented our fast pair technology. Pulling down a large Android green, slot machine lever produces a line up of a random assortment of Android-connected products. A line up of three Android characters produced a winning combination.
With Android at the heart of our campaign, I helped lead the development of our cast of 3D Android characters–a playful take on the familiar logo mark.
We produced nearly 60 Android characters, each with its own unique personality and style. Each character added a spark of joy, all while reinforcing the message that Android connects to a universe of products.
Our characters were incorporated into our OOH campaign and used in various physical spaces such as at events, in stores and at public spaces.
We produced nearly 60 Android characters, each with its own unique personality and style. Each character added a spark of joy, all while reinforcing the message that Android connects to a universe of products.
Our characters were incorporated into our OOH campaign and used in various physical spaces such as at events, in stores and at public spaces.
The Android characters, each with their own distinct features and personalities, were successful in helping to promote Android in a unique and memorable way, increasing awareness and positive association with the brand, and adding a new possible creative foundation for future campaigns.
I was responsible for art directing the visual content displayed on the large 52’ by 18’ LED screen on the outside of the booth. We used animation to attract attendees and bring them to the booth throughout the day.
We activated three of Las Vegas’s largest billboards and a full buyout of the Las Vegas Monorail.
Activating Las Vegas's biggest billboards and the Las Vegas Monorail is no small feat. To maximize impact, we created 30 minutes of animated content that focused on 5 major sequences. Each sequence was designed to be used in a unique way, highlighting different aspects of the event experience and showcasing bespoke video and images of devices.
We developed a bespoke visual identity for the pop-up that featured a balanced blend of both brands: Android and Google.
Our color palette was anchored in Google’s signature primaries with the goal that, at a distance, the pop-up would feel core Google. To add energy and sophistication, we incorporated Android’s iconic neon green and deep teal. This helped create contrast and depth to the overall aesthetic.
Our color palette was anchored in Google’s signature primaries with the goal that, at a distance, the pop-up would feel core Google. To add energy and sophistication, we incorporated Android’s iconic neon green and deep teal. This helped create contrast and depth to the overall aesthetic.
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
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