Fielmann • Eye check-up
Changing perspectives with Google Assistant’s new app integration.
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Client
Google Assistant
Agency
Art&Letters
Production
Agressive & Niceshit Studio
Exec. Creative Director
Dan Shapiro
Creative Directors
Carmen Angelillo, Rodier Kidmann & Guido Lambertini
Producers
Agusta Timotea, Dustin Pownall & Won Cha
Art Direction
Rodier Kidmann, Carmen Angelillo
Design & Illustration
Rodier Kidmann, Elda Broglio, Nuria Boj, Franco Vecchi & Miguel Angel Camprubí
Animation Direction
Guido Lambertini
Cel Animation & Clean up
Juan Nadalino, Ezequiel Cruz, David Maliboo, Ana Freitas, Margarita Rojas & Libardo Bohorquez
Animation & Compositing
Ana Freitas & Guido Lambertini
Additional Editing
Dustin Pownall
Music & Sound Design
Wesley Slover
Music & Sound Design Dir. Cut
Facundo Capece
Oportunity
To launch Google Assistant’s new app integration, the goal of the spots was to show how you can easily use the app hands free, through voice control. For this, we created a series of charming Insta-films. The idea was to take Google’s iconic color palette and evolve it — bringing in a new cast of friendly 2D characters, fluid transitions, and dynamic animated environments.
Story
We wanted to keep everything true to “Google”: friendly, flat, instantly recognizable — but with a bit more warmth, dimension, and personality. So we developed a versatile visual system, exploring different body shapes, skin tones, textures, and line styles until we landed on something that felt fresh, modern, and grown-up while staying unmistakably Google.
Each frame was drawn by hand, giving us total freedom to design seamless transitions, expressive character movements, and flowing camera shots.
The campaign included 3 short films, each centered around one of Google’s partner apps: Nike Running, Postmates and Twitter
Result
A clean, fluid, and charming set of insta films that captured Google’s playful spirit while adding a more refined visual layer. A true blend of design precision, character warmth, and that smooth flow we love so much.