As movements supporting Black and LGBTQ+ rights were brought to light, we elevated the opportunity to turn Google Lens-enabled covers and ads in The New York Times Magazine into a platform highlighting icons in the movements. And, all while introducing Google Lens to new audiences.

 
 
 
 
 
 
 
 
 

RESULT

Overall, positive sentiment towards the brand increased with each issue and an overwhelming number of readers pulled out their phones to interact with the ads across all ages, genders and social status.

  • Significant increase in product awareness and brand perception

  • 90% surveyed said they'll try Google Lens in the future

  • Readers rated brand perception of Google Lens as a strong leader in Al technology and first to market innovation.

  • 62% lift in familiarity, likelihood, product awareness and brand perception for first time users.

 
 
 

Creative Director: Ryan Michlitsch
Associate Creative Directors: Britton Rice, Tufan Guzeloglu
Associate Design Director: Juan Mora
Associate Motion Director: Nick Lorem
Designers: Emma Carpenter, Anna Weddle

 
 

100 Women Using their Power to Empower

Google Lens is a unique, and accessible platform for storytelling. So, we started with the idea that hearing people tell their stories can compel you to become advocates for their mission.

We partnered with Vital Voices for the 100 Women Exhibit; one-hundred portraits highlighting women fighting for women's rights globally. Then, we used Google Lens to bring selected portraits to life through AR, animation, and first-person storytelling.

The stories helped spread these women's missions of justice and seen by thousands across the globe.

 
 
 
 
 
 
 
 

Living Portraits of Courage

 
 

Exhibits

The Kennedy Center in Washington, DC, and New York City.

 
 
 

Lens-able AR Postcards

Postcards at exhibits highlighted the women’s stories brought to life using Google Lens, and were activation points the Lens experiences.

 
 
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Book

Highlighting some of the woman included in the 100 Women Using their Power to Empower exhibits.

 
 
 
 
 
 
 

Creative Director: Ryan Michlitsch
Associate Creative Director / Writer / Editor / Interviewer: Britton Rice
Associate Design Director: Juan Mora
Associate Motion Director: Nick Lorem
Designers: Emma Carpenter, Anna Weddle
Painter: Gayle Kabaker