Branded documentary series for Google - showing how AI has enabled anyone to build apps. Replacing technical jargon with relatable human stories.
Client
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.
