Google Ads Photoshoot

Google approached us to breathe life and diversity into a portfolio of ownable images and video clips for them to use in their Google Ads advertising targeting small-medium sized businesses. They wanted the images to represent real people in progressive, diverse and inclusive office spaces.

The challenge was for the images to feel relatable to a wide audience spanning a diverse range of businesses in sectors and industries including Finance, B2B, E-commerce, SPG, Travel, Industrials and Ents. And the opportunity was for us to represent typically underrepresented people.

Working with the photographer Francis Augusto, we saw this project had exciting potential to challenge conventions so we partnered with progressive casting agencies to strive for a richly diverse cast. Knowing authenticity was key, we worked closely with the cast to curate a wardrobe which allowed their personalities and identities to shine through. Similarly, we stood firmly against any beauty retouching - not only was this important in our (and Google's) role as responsible content makers but also crucial in creating authentically real, natural and relatable-looking imagery.

It was vital that this project had at the heart of it a sensitivity and a necessity to avoid unconscious bias. We wanted to ensure that people were presented in surprising ways that felt real, rather than stereotypical. And so chosen cast, roles and scenarios depicted within the photography work hard to oppose cliched perceptions of workspaces.

The imagery and videos will be used across Google Ads campaigns in Europe and MENA markets.