YEar IN SEARCH

The world got hit hard in 2016—terror, loss, politics pulling us apart. But Google searches told a different story. When darkness struck, people searched for good. After Orlando, “blood donation Orlando” surged. After Nice, it was “Pray for Nice.” In tragedy, we searched for ways to help.

Celebrating a year everyone wanted for forget

To make the point we made a 360 campaign that made people feel more thank think, using the search bar as a simple lens on all the good still out there.

Role: Creative director. 72andSunny, Los Angeles. Partner: Adam Szajgin.

All footage rights had to be cleared, and remarkably, we got approval from the White House and countless celebrity estates. We also got a death threat from the Press Service of the Russian Federation Army. Oops.

Next, we did a full takeover of top magazines around the time of annual recaps. And to deepen the story, we launched a digital hub where people could explore the data behind the searches.