Google Home Max
Get Moooore
Google Home Max is Google’s first smart speaker with Smart Sound technology, a new machine learning audio experience that enables Google Home Max to scan and measure the acoustics of any space and automatically adapt to optimize sound based on your environment, content, and tastes—the magic of perfectly balanced sound regardless of room.
Ok, it’s clean, but is it loud? Marrying the Smart Sound software with unmatched category hardware has resulted in product reviews and comments consistently praising Max’s overall sound quality and volume.
With our awareness campaign supporting both traditional and digital placements, visually communicating/illustrating the perfected audio experience through the unseen marriage of software and hardware, was the challenge.
Primary Conceptual Angle
Moooore of the music you already love —
Building on the letter O within iconic artist names (expanding to four), we communicate that Google Home Max delivers a powerful musical experience that simply gives you more of what you already love and visually ties back to the product’s design (the four round LEDs) in an intriguing and ownable way.
Secondary Conceptual Angles
Illumination Room —
Much of what Google Home Max does is invisible: hearing you over noise, reading a room to calibrate itself, talking to other smart objects. If you could see it, it would look like magic. So we want to bring those invisible abilities to life through projection mapping, transforming a space to show you what Google Home Max does in a way you feel you can reach out and touch.
Ten Rooms of Sound —
Ten completely different rooms lay the stage for a musical icon (e.g., Jimmy Page) to simply enjoy one of their favorite songs. The spot opens with an ask “Hey Google, play Since I’ve Been Loving You.” As the song plays, the artist(s) and camera travel right-to-left on moving tracks that make it appear as though they’re staying in place while the variation in rooms shift behind them.