GMAIL "SERIOUSLY HELPFUL" CAMPAIGN
Gmail invited us to pitch for their first consumer campaign in a decade. After leading the winning pitch, I guided the shift from a traditional TV spot to a series of social-first campaigns designed as feature teasers.
Insight: Users feel overwhelmed by inbox clutter but don’t realize Gmail has tools to help them take control—like Subscription Manager.
We started with 10 & 15 second humorous videos designed for tv & social and mobile. These fun shorts demystified the feature and sparked curiosity, leading to increased engagement and use. By making a complex tool feel effortless and human, we shifted perception from “overwhelmed” to “empowered.”
**Shown here as 15-second spot, but was also produced as 10-second Social teaser
Role: GCD across both the pitch and the work, leading a team of a Brand Strategist, AD & Writer.
Director & Production: Rys Stover, BYT