Branded documentary series for Google - showing how AI has enabled anyone to build apps. Replacing technical jargon with relatable human stories.
Client
What we did
Brief
Brief
Get more apps built on Google by showing non-technical audiences that Google's new AI tools let anyone create meaningful apps - no technical background needed.
Approach
Approach
Rather than exclude non-technical audiences with typically dense developer comms, we made a documentary following people just like them - building meaningful apps with Google's new AI tools. Helping viewers believe they could build something similar too.
Result
Result
Reached 48.7K views in two weeks - 5x the average views for Google Developer videos posted across the surrounding months.
Until very recently, if you couldn't code, you couldn't build.
Google has changed that.
New AI tools like Gemini and Google's Home & Health APIs have removed the technical barriers, allowing anyone to build incredible apps without years of training. But how do you reach people who've never seen themselves as developers?
The Core Challenge:
With Google's new AI tools, the barrier of building had shifted from coding ability to awareness and belief. Aspiring builders simply didn't know these tools existed, and traditional developer marketing (tutorials, syntax guides, specs) would only reinforce the myth that building requires expertise.
Documentation Over Demonstration: Mo & Aniket's Story
Our solution was to replace intimidating & alienating technical explanations with accessible documentation - replacing instruction with identification. Over a year, we shot relatable documentaries following non-technical creators - just like our target audience - as they built their first apps with Google's AI tools.
For this new non-technical audience, they don't need instruction. They need belief.
Tiago Kingwell – Director , Gramafilm
Our Creative Approach:
Just as Mo and Aniket had no coding experience, our documentary approach had no scripts or smoothing over. Just real journeys: the doubt, the frustration, the breakthroughs. Why?
Because confidence is contagious. When viewers see someone starting exactly where they are - struggling, learning, succeeding - the barrier falls.
Results:
Within the first two weeks of the films' release, we achieved 48.7K views, and engagement continues to grow daily. Notably, these results are entirely organic.
A creative, seamless partnership. The Health & Home story films they produced are highly effective and beautifully executed.
Teresa Terasaki – Head of Professional Services , Google
