Bringing Ideas to Life: Visual Direction for Google Labs
We drove awareness to Google Labs creative tools
Google Labs launched a suite of experimental AI tools designed to lower the barrier to creativity. As the Design Director, I led the visual strategy for a series of product films aimed at driving global awareness and showing users how to "prompt less and play more. Each tool within Google Labs —from Whisk, or Doppl, and Pomeli— has a distinct function and visual identity. The challenge was to create a unified campaign that felt like a single family of products while allowing each tool’s unique personality to shine. We needed to explain complex AI processes in seconds without losing the viewer's attention.
Service…………………Design direction
Year………………………………2026
Directed a high-energy visual system that ditched the usual clinical tech aesthetics for a playful feel, leaning heavily into kinetic typography, bold color theory, and fluid gradients. To mirror the fast nature of AI generation, we leaned into fast-paced motion design that made the process feel as exciting as the output. I oversaw the development of custom visual treatments for every feature, ensuring that whether we were talking to a small business or a solo artist, the value was unmistakable. By collaborating closely with the motion and sound teams, we made those moments feel tactile and unique. This work helped transition Google Labs from an experimental sandbox to a legitimate creative powerhouse. Along the way, we were recognized by the Motion Design Awards, Stash, and the Collision Awards.