Creative Direction and Design for SearchOn - Google's largest digital event for 2020.

On October 15 2020, Google broadcast ‘SearchOn’ to the world — a live-streamed event dedicated to showcasing the latest innovations in Google Search and its technologies.

Coming out of a series of commissions with Google’s Events and Experiences Team, Little Troop were brought in as Creative Directors for the 35-minute film from pre to post production; informing everything from live footage art direction and motion concepts to type, color and overall graphic treatments for product integration.

As a first step, Little Troop established the overall look and feel of the event identity, and established how the graphic world would come to life through animation.

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Taking the iconic Google Sans as a base, we added Apercu Mono as a supporting typeface for its academic, technical feel.

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Bright pops were used as secondary colors as a fresh support to the core four Google colors.

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As a subtle nod to the Search functionality, Little Troop created a simple ‘type’ and ‘blinker’ device to apply to all typographic motion seqences.

To help us bring it all to life, we led a global team of designers and animators — commissioning our friends Nicolo Bianchino and Joyce Ho along with agencies Not Real, Ordinary Folk and the internal team at Google.

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Little Troop’s role heavily involved taking complex and often abstract information and distilling it down into simple, clear and engaging animated content.

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To allow Google’s UI to remain hero within product demonstrations, we designed a reductive, minimal treatment as a container for all product moments.

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