Google has debuted their brand new Google Search and YouTube Global Anthem – ’Reach Customers Where They Are’ – directed by Australian filmmaker Kaius Potter of Entropico, and featuring cookware brand Our Place.
“We’re thrilled to be collaborating with Google Ads on our fifth product film together,” says Entropico US CCO Joey Hunter. “We’re proud to help showcase the transformative impact Google Ads can have on businesses of all sizes.”
In today’s digital landscape, Google and YouTube are at the heart of culture, enabling unparalleled connections between brands and consumers across many touch-points, and this campaign demonstrates the reach and influence of Google and YouTube across the consumer journey – from discovery to purchase – shaping decisions and delivering a powerful consumer experience that resonates with today’s audience.
Entropico partnered with Google to showcase the power of their combined media ecosystem. By leveraging Google and YouTube, advertisers can connect with consumers at every stage of their online journey—from discovery to purchase. This approach ensures brands stay top-of-mind whether consumers are scrolling, shopping, swiping, or streaming.
To illustrate this, we crafted a film featuring Our Place‘s ‘Always Pan’, a product that has already achieved remarkable success using Google and YouTube. The story seamlessly connects characters from multiple generations, each engaging with the product in their own unique path to purchase. Dynamic VFX portal transitions link each scene, emphasizing how technology supports every step of discovery, decision-making, and purchase, making the experience feel both engaging and effortless.
“Making films about the potential of AI can be really difficult,” says Hunter. “We have to show that AI is accelerating the pace of change, but it’s also what will allow you to keep pace. Kaius brilliantly threads the needle between that important brand message and the human story which helps it land with their audience.”
“It was a real pleasure to explore the balance and nuance between human behaviour and the influence of technology throughout every step of this production,” says director Kaius Potter. “Embracing the latest innovations in film while knowing when to slow down and take a more observational approach. As always, there were challenges to solve, but the skill, creativity, and dedication of everyone involved turned every challenge into an exciting opportunity. A special nod to Joey and Cleo – their creativity and collaboration made this process a dream.”
By showcasing the 4S’s – searching, streaming, scrolling and shopping – through a rhythmic fusion of expansive live action and fluid UI, and via a broad cast of characters in relatable real-world scenarios, the anthem demonstrates how Google and YouTube connect with consumers at predictably unpredictable moments, making them the ultimate platforms for a full-funnel strategy in today’s fast-evolving consumer landscape.
The anthem reminds advertisers why Google and YouTube are the essential platforms for reaching consumers at every step, from discovery to decision.
Credits
Client: Google
Creative, Production & Post-Production: Entropico
EXECUTIVE CREATIVE DIRECTOR Joey Hunter
GROUP ACCOUNT DIRECTOR Annalise McDonnell
CREATIVE DIRECTOR Cleo Wyrill
STRATEGY DIRECTOR Nic Underhill
MOTION & DESIGN CD Tom Stone
ACCOUNT DIRECTOR Christina Musso
Production
DIRECTOR Kaius Potter
EXECUTIVE PRODUCERS Kyle Blanshard, Natalia James
PRODUCER Gus Kennelly, Shaye Guillory
STORYBOARD ARTIST Julie Vo
PRODUCTION MANAGER Michaela Le
PRODUCTION ASSISTANT Georgia Turner
1ST AD Jonas McLallen
DOP Don Buppapirak
1ST AC Danielle Payne
2ND AC Gemma Baker
DATA WRANGLER Freddie Stratton
VTR Davide Carta
GAFFER Remi Durrenberger
BEST BOY Paul Farley
LX ASSIST Beau Moulson
KEY GRIP Dave Griffiths
GRIP ASSIST James Corrigan
BOLT OP Dan Miller
SOUND Stu Melvey
LOCATION SCOUT Garrett Robinson
UNIT MANAGER Matt Withaar
ART DIRECTOR Jerrie-Joy
PROPS ASSIST Iwona Lau
FOOD & PROPS ASSIST Jaimee Curdie
FOOD ASSIST Kerrie Ray
STANDBY PROPS Andy Cantrell
STYLIST Imogen Wilson
STYLIST ASSIST Tegan Whittaker
HMU Margo Regan
HMU STANDBY DAY 1 Leah Taylor
HMU STANDBY DAY 2 Jo Cleland
NAIL ARTIST @missbettyrose
VFX Supervisor Augusto Keltika Junior
Post Production
POST PRODUCER Shaye Guillory
EDITOR Andrea Chen, Matt Earl
EDIT SUPPORT Jodie Williams
ANIMATION LEAD Tom Stone
ANIMATION SUPPORT Thomas Bryson-King, Lily Lin, Oliver Eather, Toby Garrow
VFX Augusto Keltika Junior, Damian Dunne
GRADE Matic Prusnik
MUSIC Jacob Turier
SOUND DESIGN & SOUND MIX Jacob Turier
ADDITIONAL SOUND Rowan Dix
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