Google GML
The Project
Human After All partnered with us to deliver a programme of four case study films for Google, created for Google Marketing Live, Google’s flagship annual B2B event focused on the future of advertising and AI. The films needed to work together as a cohesive set while each telling a distinct story, all within a tightly fixed timeline aligned to a live global event. The scale and pace of delivery defined the challenge. Production was spread across New York, Washington DC, San Diego, and Los Angeles, with multiple shoots running in parallel and contributors operating in different time zones. Every stage of the process, from planning through to final delivery, needed to move quickly while meeting the expectations of a high-profile end client and a structured approval process. Alongside the logistical complexity, the films needed to engage a senior B2B marketing audience. Each piece had to communicate a clear message around Google’s tools and impact while remaining engaging, credible, and human. Timelines were immovable, and the work had to be delivered with consistency, clarity, and control.
The Challenge
We approached the work as a single programme with four interconnected parts. This allowed us to design a production model that could scale quickly while maintaining consistency across all films. We worked closely with US entity, Sunday Treat West from the outset, deploying experienced crews in each city and ensuring strong local production leadership on the ground.
Pre-production and post-production were handled collaboratively between the US and UK. This structure gave us speed, efficiency, and creative continuity, while allowing production teams to stay focused on capture. It also enabled rapid decision-making as plans evolved, including last-minute changes to contributors and locations.
Creatively, we focused on clear, documentary-led storytelling. Interviews were structured to be direct and conversational, capturing real insight while supporting a consistent narrative framework across the films. Each story was shaped to fit a shared visual and editorial language, ensuring the programme felt unified while allowing each case study to retain its own identity.
Throughout, we worked in close partnership with Human After All, maintaining a clear line of communication and shared responsibility. With Google as the end client, trust and precision were central to the process, enabling confident decisions and steady progress under pressure.
Impact
All four films were delivered on schedule and premiered as part of Google Marketing Live, reaching hundreds of thousands of viewers across the US during the live event and continuing to perform across Google’s wider channels.
The final programme presents Google’s work through real business stories told with clarity and pace. It demonstrates how Google’s tools are applied in practice, while maintaining a consistent and confident tone suited to a senior marketing audience.
For us, the project stands as a clear example of how we deliver at scale across the US. By combining locally based production through Sunday Treat West with efficient UK-led pre-production and post-production, we were able to move quickly, stay cost-effective, and maintain creative control. A complex, high-profile programme delivered calmly, collaboratively, and on time.
