Google CES
2024 Activation

CES 2024 posed a unique challenge: how could Google distinguish Android's latest AI-powered features within a sea of futuristic concepts and cutting-edge technology? Pitching at Monks in 2023, our challenge was to transform abstract generative AI capabilities into an accessible, memorable brand experience that would break through the noise of the industry's biggest tech event.

As part of a distributed creative team across the US and Europe, I contributed to creative ideation and concept development during the pitch phase, iterating both synchronously and asynchronously with the Creative Director, ACD, and full pitch team. I developed select concepts from both a creative and emerging tech "gut check" perspective, presenting ideas that connected AI features to familiar physical interactions for client review and comprehension.

The pitch proposed an 18,000 square-foot interactive space with a custom 80-foot overhead canopy, an AR layer to bring the Android bot to life, 15 interactive experiences across four connected substructures, and a "choose your own adventure" navigation. Through creative ideation, concept development, and client presentations as part of the pitch team, we won the project.

The executed activation made Google's generative AI innovations tangible and user-friendly for 21,714 attendees spending an average of 14 minutes exploring the space.

Full case study: https://www.monks.com/case-studies/google-ces