Google Chromecast: “For Bigger” Campaign


a product launch for bigger everything

No “casting” technology had existed prior to Google’s Chromecast. Before it’s launch, all the great web content we loved was confined to our tiny devices, forcing us to squint on our Netflix binges, physically pass around our phones to show our friends YouTube videos and never be able to fully enjoy a new era of entertainment.

We had to get people excited about this new way of content consumption while explaining it to them as simply as possible. As we spoke to engineers and had a chance to play with various prototypes of the device, we realized it wasn’t just about selling the device—it was about selling the new “Cast” symbol that would go across various Chrome devices. With a Chromecast, this new feature would make any piece of content more enjoyable with bigger moments that lead to bigger fun.

role: strategy