Local Google campaign highlights positive ‘real-world’ impacts of AI

Google Australia is attempting to get on the front foot and spark more positive conversations around AI and its applications with a new campaign via RGA Australia.

The campaign falls into Google’s wider More’s Possible Platform. It tells two healthcare stories which aim to showcase “how Google AI is helping researchers tackle real-world health challenges, improving the detection of diabetic vision loss and enhancing the effectiveness of hearing devices”.

Google’s own AI tools were used throughout production, from early visualisation through to post-production techniques, which Google said were “subtle [and] sensory-driven”. Google’s Generative AI was used to create background plates for key scenes, replacing on-location shoots with environments built in Whisk and Gemini.

“The integration was intentionally invisible, quietly enhancing the storytelling while reinforcing the core message: technology works best when it’s in the background, making things better,” publicity for the campaign said.

“While AI talk often stays abstract, these stories bring AI down to earth, showing what’s possible when advanced AI tools support the people tackling some of the world’s toughest problems,” RGA said.

“The campaign shows what’s possible when advanced technology joins forces with medical research to make a tangible difference in people’s lives,” the agency  continued.

The campaign will span broadcast, BVOD and SVOD, Youtube, digital audio, out-of-home, display and print formats, as well as a partnership with Seven’s The Voice.

Rachel Blacklaws, creative director at RGA Australia, said: “These are stories of possibility made tangible. They show what happens when emerging technology meets the passion and vision of researchers and medical professionals.”

Credits

Client: Google Australia
Chief Marketing Officer, Australia and New Zealand: Suzana Ristevski
Senior Marketing Manager: Freya Harvey
Marketing Manager: Lauren Maxwell
Marketing Manager: Olivia Ford

Creative Innovation Company: RGA
Managing Director: Victoria Curro
Chief Creative Officer: Seamus Higgins
Creative Director: Rachel Blacklaws
Creative Director: Scott Canning
Design Director: Nicholas Hannon
Group Account Director: Josh Agnew
Executive Content Producer: Kyle Belcher
Executive Strategy Director: Marie Conley

Production Company: Division
Director: Sanjay De Silva
Producer: Jane Smith
Managing Director / Executive Producer: Genevieve Triquet
Executive Producer: Karen Bryson
Production Manager: Elaine Roy
DOP: Sam Chiplin
1st AD: Angus Bolles
Art Director: Mike Price
Wardrobe Stylist: Olivia Simpson
Editor: Lucas Baynes