introducing google’s ai superstar, gemini.
Our task: to launch gemini on social
OUR goal: to cultivate community and DrIVE positive conversation about gemini with ai enthusiasts...amidst public backlash.
CONTEXT BEHIND THE CHALLENGE
For Google, launching Gemini on social was risky. Bard was the original, and received notoriously negative press.
less than 6 months after launch, in march 2023, google shut bard down.
launching with support.
With buy-in from other Google products, we were able to craft a welcoming first post for Gemini with full-throated support and celebration from all corners of the Google brand universe. Our intro post got 300k views, and even a shout from our biggest competitor.
ADDITIONAL Context
Clients were understandably hesitant to open the floodgates with Gemini. Understanding the internal client dynamics, we positioned ourselves as close to an internal team as possible, here by Google’s side to face every challenge together.
making it social-first.
To bring Gemini’s key features to life, we crafted a balanced approach to assets, leveraging low-lift, social-first video, and product-centric GIFs.
Social-first videos were one of my key creative pushes.
building audience through the right pov.
“AI Enthusiasts” are passionate about AI, but they’re also very savvy. They have access to all kinds of information, so in order to keep them interested, you have to give them more. We did this by shooting original content as if it were coming directly from the Gemini team. This behind-the-scenes POV helps drive interest and interaction.
My role
DURING THIS TIME, I FOCUSED ON 3 THINGS:
Motivating the team to become experts in Google AI, including Gemini, NotebookLM, Imagen, MusicFX, Whisk, and every available tool. I encouraged my creatives to leverage NotebookLM to understand briefs better, to check their concepts against briefs, and to make a NotebookLM for brand guidelines to ensure we remained on brand and on tone.
Encouraging the team to nimbly shoot assets.
Assessing each individual member of the creative team, including their strengths and areas of opportunity. For example, we had motion designers on the team being asked to edit SFV who did not know how to do this.
prioritizing Relevance and helpfulness.
To amplify Gemini’s everyday usefulness, we hit on cultural moments and use cases.
Even still, things were not coming up 🌹🌹🌹
Challenges on every side meant we were posting a fraction of what we were making.
When Google decided to launch Gemini on IG, they went with another agency.
it was time to focus on the health of our team.
This included:
1. “Right-shaping” the team with the talent we needed to thrive.
2. Redefining roles and responsibilities, and titles.
3. Launching a new end-to-end process, and new ways of working—both internally and with clients.
we also started having fun.
We started leveraging Gemini’s image-generating capabilities more and more, and using Google’s AI products for our everyday workflows. We made product demos to help educate our audience, but also started to show people more of the “weird” you can do with Gemini.
Seeing success in my team’s adoption of AI, I encouraged my leads to start socializing “How We Use AI” to our team’s greater leadership.
This became an internal global initiative, and an external roadshow, helping us solidify our standing as one of Google’s lead AI partners.
This living deck now gets updated every time we learn something new.
the technology advanced, and so did our creative.
We continued to push ourselves to understand every new Google AI feature and tool, leveraging that growing knowledge to push creative excellence and educate our fans about new ways to engage with Gemini.
Next, image-to-video opened doors.
Suddenly, we found ourselves imagining something and bringing it to life—in a fraction of the time. We decided this would be a visual and helpful thing to educate our audience on.
our output grew in volume, and got stronger.
we continued delivering educational product demos, but also entered the chat...
finally, we found ourselves set up to make “reactive.”
With our team in a groove, we started taking advantage of real-time trends on social in ways that made sense (and were safe) for Google. To our delight, Google started posting that work.
all of this helped us steadily grow our audience on X.
At the same time, we continued showing up as reliable production and post-production partners.
performance
In June 2025, we had 139K weighted engagements, 15k net new followers, 2.2K replies, 4.79M impressions, 56.6K likes and a total follower count of 141K.
and one day, we started making assets that clients wanted to post on ig.
As soon as that happened, we crafted guidelines to help our clients delineate X and IG, from the audience to tone to look and feel. And of course, we talked vibes. IG is all about vibes, whereas on X, AI enthusiasts prefer educational context and information.