For 25 years people have come to Google looking to learn more about the people, places, and events that meant the most to them. This year’s #YearInSearch looks back on a quarter century of Search history, and celebrates the most searched icons that have inspired the world to search on.

Awards: D&AD Yellow Pencil, Graphite Pencil, x3 Wood Pencils (Search Playground), One Show Pencils – Gold, x5 Silver, Bronze (Search Playground / YiS Campaign), ADC Cubes – x2 Golds, x3 Silver, x2 Bronze, Best of Discipline Special Honor (Search Playground & YiS Campaign), Shorty Awards – x2 Gold, Silver, Winner & Audience Honor (Search Playground / YiS Campaign), Webby Awards – People's Voice Winner (YiS Film), Andy Awards – Gold (Search Playground)

Client: Google

Team: Brand Studio

Role: Group Creative Lead, GCD

Film
ECD: KK Walker
Creative Lead: Chris Bradford
Sr. AD: David Goss
Sr. CW: Erin Offland
Sr. Design Lead: Brad Simon
Producers: Evelyn Loomis, Eloise Harper Connolly, Emily Chingburnakit
Trends & Data Leads: Simon Rogers, Margaret Lucas

Supporting Creatives:
Andy Dao, Alex Romans, Sam Dolphin, Jon Kubik, Mike Egan, Caro Rebello, Artur Lipori

Editors: Aaron Leichter @Google Brand Studio, Corky DeVault @LuckyDay, Zach Jones @LuckyDay

Search Playground
ECD: KK Walker
Creative Leads: Chuck Carlson, Emily Yurko
Content Strategy: Nina Kauffman
UX Design: Ivy Yixue-Li, Kelsey O'Callaghan, Eli Block, Jeremy Margaritondo
Illustration & Animation: Oddfellows
Producers: Paul Chang, Allison Shahrestani
Trends & Data Leads: Simon Rogers, Margaret Lucas

Social
ECD: KK Walker
ADs: Jon Kubik, Brian Vandeputte, Gang Buron-Yi, Caro Rebello
CW: Sam Dolphin, Erin Offland, Artur Lipori
Design Lead: Brad Simon
Producers: Dana Ross, Lizzy Marcy, Evelyn Loomis
Trends & Data Leads: Simon Rogers, Margaret Lucas

Editors: Dani Ransom, Eric Wysocki @LuckyDay

For Google's 25th anniversary, we looked back on the most-searched people, places, and moments of the past quarter century. In the world of music, one name dominated them all. In 2023 Taylor Swift became the most searched songwriter of all time. To honor this historic achievement, we ignited a fandom obsessed with cryptic puzzles and easter eggs, by creating a special Google Doodle with an interactive digital treasure hunt designed for Swifties hidden inside. This experience took fans on a collaborative social journey to unlock exclusive content including a Taylor Swift-inspired film and trends-centered website.

Awards: Webby Awards – Viral Marketing Winner, ADC Cubes –Bronze, Shorty Awards – Technology Industry Winner, x2 Gold and Silver

Client: Google

Team: Brand Studio

Role: Group Creative Lead, GCD

Taylor Digital Experience
CL: Chuck Carlson
UX Design: Kelsey O'Callaghan, Jeremy Margaritondo
Digital Design: Eli Block
Strategy: Jake Webski
Animation/Illustration: Oddfellows

Supporting Creatives:
AD: Brian Vandeputte
CW: Annalie Juan
ECD: KK Walker

Taylor Swift: The Most Searched Songwriter Film
Creative team: Ryan Coopersmith, Charles Muzard
Supporting Creatives: Sam Dolphin, Jon Kubik
Editors: Ryan Coopersmith, Charles Muzard
ECD: KK Walker

During the 94th Academy Awards, Google debuted this moving spot celebrating the communicative power of the human eye.

Awards: Anthem Awards- 2023 Gold: DEI Special Projects, Gold: DEI Innovation, Silver: DEI Branded Content, Silver: DEI Product

Client: Google

Team: Brand Studio

Role: Creative Lead, CD

AD: Drew Stalker

CW: Smith Henderson

ECD: Michael Tabtabai

Editor: Corky DeVault @LuckyDay

Director: Kim Gehrig @Somesuch

In 2020, Covid-19 caused 41% of US Black-owned businesses to close, while Google Trends showed that searches for “Black-owned” skyrocketed by 600%. In short, people were looking to support Black-owned businesses, but lacked a way to find them. So we built a feature for businesses to identify as Black-owned, making this attribute searchable in Google Search and Maps. We created a 360 campaign encouraging people to search and support Black-owned businesses, resulting in 96,000+ businesses signing up, delivering help at scale when businesses needed it most.

Awards: D&AD Yellow Pencil, D&AD Wood Pencil, One Show Pencil (Gold), One Show Pencil (Silver), One Show Pencil (Bronze), Art Directors Club Cube (Silver), Art Directors Club Cube (Bronze), x3 Anthem Awards (Gold), Cannes Shortlist

Client: Google

Team: Brand Studio

Role: Creative Lead, CD

AD: Jon Kubik

CW: Sam Dolphin

Editors: Carter Gunn, Ryan Coopersmith, Charles Muzard, Matt Hilber

GCL: KK Walker

ECD: Michael Tabtabai

Google’s role in responding to the Covid-19 crisis was paramount in getting the world the information they needed as soon as possible. To help shine a light on the good that was happening during this challenging period of time, we created a series of trends-based messages thanking first responders and essential workers for their invaluable contributions during this global crisis.

Where There’s Help, There’s Hope

According to Google Trends, searches for “how to help” are at an all-time high. People around the world are searching for ways to help their communities, the elderly, small businesses, and essential workers.

To all those who sacrifice so much to help so many, thank you.

Client: Google

Team: Brand Studio

Role: Creative Lead, CD

AD: Jon Kubik

CW: Sam Dolphin

Editor: Zach Jones (Lucky Day)

GCL: KK Walker

ECD: Michael Tabtabai

 
Thank you Healthcare Workers

Searches for how to thank healthcare workers are surging around the world. As the world faces an unprecedented health crisis, we thank the entire healthcare community for sacrificing so much to save so many.

Client: Google

Team: Brand Studio

Role: Creative Lead, CD, Sr. Art Director

CW: Chris Bradford

Editor: Aaron Leichter

GCL: Aaron Allen, KK Walker

ECD: Michael Tabtabai

The year the world searched for heroes.

Awards: 2020 Webby- Best Branded Editorial Experience

Client: Google

Team: Brand Studio

Role: Creative Lead, CD, Sr. Art Director

CW: Chris Bradford

Editor: Aaron Leichter

GCL: Aaron Allen, KK Walker, Rebecca Sills

ECD: Michael Tabtabai

The best part about creating technology is seeing what the world does with it. When Jacqui was diagnosed with agoraphobia she knew she’d never live out her dreams of photographing the world. But with Google Street View she’s been able to travel the back roads of the world to become a celebrated photographer.

The film portion of this project was shot by content-lead documentary film director, Michael Marantz. In addition, we also worked with Michael and his wife Isabelle to use this project to launch Stories For Good - an independent online publication that features compelling content about important issues around the world and gives viewers an immediate and direct way to contribute.

Client: Google

Team: Brand Studio

Role: Creative Lead, Sr. Art Director

CW: Greg Rutter

GCD: Michael Tabtabai, Aaron Allen

The best part about creating technology is seeing what the world does with it. This is the story of how Anne-Christine Hertz, an inventor from Sweden, paired Google Street View with a stationary bike to help dementia patients remember. The film portion of this project was shot by the Academy Award-winning director Orlando von Einsiedel.

Awards: 2018 Art Directors Club Cube (Bronze)

Client: Google

Team: Brand Studio

Role: Creative Lead, Sr. Art Director

CW: Greg Rutter

GCD: Michael Tabtabai, Aaron Allen

Joshua is a veteran who realized his dream of becoming a physicist by teaching himself advanced mathematics from YouTube.

Client: YouTube

Team: Brand Studio

Role: Creative Lead, Sr. Art Director

CW/CL: Greg Rutter

Editor: Kyle Valenta

ECD: Michael Tabtabai

The new Google Earth invites everyone to discover and empathize with the world beyond their backyard, building bridges and creating a better understanding about our planet and life on it. This work was real close to making it to launch on Earth Day, but didn't. Insert sad face earth emoji. 

Client: Google

Team: Brand Studio

Role: Sr. Art Director

CW: Greg Rutter

CD: Michael Tabtabai

As America's preeminent fictional newsman from the 1970's living in modern day time, Ron Burgundy is uniquely qualified to weigh in on any matter of significance, including (but not limited to) the kind of car you should be driving. We worked with Funny Or Die, Will Ferrell and Jake Szymanski to create a ton of ads, short films, instagrams, print pieces and social/digital competition. Enjoy.

 Awards: One Show Silver Pencil, Cannes Short List, Webby People’s Voice Award, Webby Auto & Auto Services Award

Agency: Wieden + Kennedy

Role: Sr. Art Director

CW:  Mike Egan

Interactive AD: Chuck Carlson

CD: Aaron Allen, Michael Tabtabai, Kevin Jones

Creative Partner: Funny or Die

This custom built, one-of-a-kind digital experience, is the Dodge brand's original take on the "Hands on a Hard Body" contest – first created by a Texas auto dealership in the 1980s and later gaining mass attention from an award-winning documentary film – where contestants compete to win a vehicle by keeping their hand on the vehicle the longest. 

Hands on Ron Burgundy" ran exclusively on the "Funny Or Die" comedy video website, testing fans' perseverance using a computer mouse or touchscreen to place their "hands" on a digital image of Ron Burgundy. The contestant who "touched" Burgundy the longest in a single session time won a new 2014 Dodge Durango. Hundreds of additional prizes were awarded, including three trips for two to New York to attend "Anchorman 2: The Legend Continues" movie premiere.

 Awards: One Show Pencil (Silver), One Show Pencil (Bronze), Shorty Gamification Social Media Award

Agency: Wieden + Kennedy

Role: Sr. Art Director / Interactive AD

CW:  Mike Egan, Sam Dolphin

Co-Interactive AD: Chuck Carlson

CD: Aaron Allen, Michael Tabtabai, Kevin Jones

Interactive Partner: Legwork Studios

Why can’t you have a phone that has it all? Well now you can. Introducing the water-resistant, memory expanding, shoots flawlessly in low light phone: Galaxy S7.

Agency: Wieden+Kennedy

Role: Sr. Art Director

Co-Sr. AD: Croix Gagnon

CW: Jarrod Higgins and Andy Laugenour

CD: Craig Allen and Jason Bagley

America is not a kingdom. We don't have a preordained ruling class, so nothing dictates what we can do, what we can achieve and how high we can climb. In America, nobody is more worthy than anybody else, which means everything - from opportunities to cars - is there for the taking. And those that do are the royalty of this country. And they deserve to Drive Proud.

Agency: Wieden + Kennedy

Role: Sr. Art Director

CW: Alex Romans

CDs: Aaron Allen and Kevin Jones

World renowned fashion designer John Varvatos was born and bred in Detroit. He's walked down the streets of Chrysler's hometown. He's worked on the line in a Chrysler assembly plant. And now this proud son of the Motor City has collaborated with us on a limited edition Chrysler 300.

Agency: Wieden + Kennedy

Role: Sr. Art Director

CW: Mike Egan

CD: Aaron Allen, Michael Tabtabai, Kevin Jones

For families, minivans are the second most researched purchase behind houses. Yet most of the reviews and ratings are done by middle-aged, single, male car journalists simply imagining what it's like to own a family vehicle. Seriously, these guys strap on pregnancy suits, fiddle around in the car for a little bit and write a review. Then we all take what they have to say as gospel. To us, this seems insane, so we created a new kind of test based on real life. The Test of Ownership.

Agency: Wieden + Kennedy

Role: Sr. Art Director / Interactive AD

CW: Mike Egan

Co-Interactive AD: Chuck Carlson

CD: Aaron Allen, Michael Tabtabai, Joe Staples

Interactive Partners: Legwork Studios & Digital Kitchen

In this campaign, we highlight all those moments when the car you drive can’t do the things you need it to do and counter that with all the things that make the Grand Caravan the Right Tool for the Job.

Unlike other car companies that try to convince people that they WANT a minivan, the Grand Caravan is giving them proof positive why they NEED one — in turn making them want one.

Agency: Wieden + Kennedy

Role: Sr. Art Director

CW: David Povill

CD: Aaron Allen, Michael Tabtabai, Joe Staples

Chrysler unveiled a co-branded television spot in celebration of the brand's partnership with the highly anticipated blockbuster, “The Dark Knight Rises.” Directed by former W+K alum Stacy Wall, the spot was designed and shot to look and feel as if it could live inside Gotham City itself. But what would that car look like and how would it be built? We imagined an elite team of mechanics and machinists transforming a 2012 Chrysler 300S into a custom-designed Chrysler 300, with a matte black exterior, stealth body panels, advanced weapon systems and a jet engine. It's a 300, Imported From Gotham City.

Agency: Wieden + Kennedy

Role: Sr. Art Director

CW: Mike Egan

CD: Aaron Allen, Michael Tabtabai, Joe Staples

As the saying goes, you get what you pay for. And in the world of budget-priced compact cars, that usually means sacrificing style and sophistication in the name of affordability. But there’s one car that offers more, for less – a hot fudge sundae of a car, for the same price as a regular vanilla cone. Introducing the 2011 Jetta. The only car with the performance and quality of a high-priced German sedan, but priced like a typical Japanese econo-box. It’s not a good car. It’s a great car. We just priced it like a good one.

Agency: Deutsch

Role: Sr. Art Director

CW: David Povill

CD: Eric Springer, Michael Kadin

The Pepsi Refresh Project is a multi-million dollar marketing platform that invites people to submit and vote for ideas that help make the world a better place.

In 2009, Pepsi launched the Refresh campaign, celebrating optimism and its role in our changing world. This year, Pepsi is putting that optimism into action, with the launch of the Pepsi Refresh Project. Over the course of the year Pepsi will be awarding millions of dollars in Pepsi Refresh Grants. We accept 1000 submissions per month and give away over $1.2MM every single month 
to the winning ideas.

Stats: 
- Over 86MM votes registered on refresheverything.com
- Received more votes than any presidential election in history
- over 3 Billion media impressions
- most successful social media campaign in history

Awards: 2010 Cannes Cyber Lion (Bronze) Best Digitally Led Integrated Campaign, 2010 Effie (Silver), 2010 Disruption Awards Grand Prix, 2011 Andy (Bronze), 2011 Clio (Silver)

Agency: TBWA/Chiat/Day

Role: Sr. Art Director

CW: Michelle Lewis

ACD: Xanthe Wells

CD: Jason Nichols, Michael Tabtabai

GCD: Brett Craig

Interactive Partner: HUGE

To celebrate and honor Michael Jackson’s legacy, we proposed a campaign that lets fans pay tribute not only to Michael’s music, but also to his mission to make the world a better place.

Utilizing social media as well as traditional OOH media, people were invited to submit clips of themselves dancing like MJ for a chance to star in Pepsi's Grammys Tribute commercial. Each submission also supported a Pepsi Refresh Project idea, to help increase awareness and participation in the program. 

The end result was a TV commercial featuring a montage of fan-submitted clips of people doing their best MJ dance moves, set to a refreshed, remixed version of his hit song, "I Want You Back." 

Agency: TBWA/Chiat/Day

Role: Sr. Art Director

CW: Greg Collins

Yes, Pepsi Max has 0 calories. But that’s just one small part of the story. Pepsi Max tastes great. Pepsi Max has extra caffeine. Pepsi Max has ginseng. Calling it a DIET completely misses the point.

Each ad would talk about Max in hyperbolic terms that play up all its amazing qualities, beyond just its lack of calories. In conjunction with the ramp line, “Max taste. Max Energy. No Calories,” the tagline serves to highlight all the ways in which Pepsi Max is far more than just a DIET. 

Agency: TBWA/Chiat/Day

Role: Sr. Art Director

CW: David Povill

It’s one word. Just one tiny, little two-letter word that makes things happen. go is action. It’s the spark that starts the flame that sets everything in motion.

go gets us to leave lunch and go plant a tree, or learn Spanish. go looks at a 30-foot wave and says “yes.” go is what pushes us. go is what drives us. go is the reason we have skyscrapers, the internet in our pocket and cars that run on corn.

go gets us out of bed in the morning because go has better things to do than lie around and do nothing. go taps us on the shoulder and reminds us that it’s a big, beautiful world and it’s time to make the most of it. Which is why more people in more places go with Visa.

Because nobody let’s you be, wherever you want to be or do, whatever you want to do. Nobody gives you the power, the freedom or the possibilities. And nobody says, get out there, have fun, like Visa.

So don’t just sit there. go.

Agency: TBWA/Chiat/Day

Role: Sr. Art Director

CW: Paul Sincoff (*Visa Brand)

CD: Becca Morton, Gage Clegg (*Olympics)

Jimmy Dean wanted to prove their disgusting breakfast sandwiches could keep you going until lunchtime and beyond. They also needed a tagline. So Paul Sincoff and I brilliantly put the words "shine" and "on" together and made these ads.

Agency: TBWA/Chiat/Day

Role: Sr. Art Director

CW: Paul Sincoff

ACD: Mahmud Husain, Brian Friedrich

Agency: TBWA/Chiat/Day

Role: Art Director

CD: Jerry Gentile