Google. Less traffic
An unexpected road incident explains the value of route search. Art direction for Google’s traffic campaign at Friends Moscow.
A route explained by one query
An unexpected road incident became the premise for explaining a Google function. An absurd situation attracts attention; a specific query brings it back to choosing a route. This connection between story and action defines the series’ art direction. The principle adapts to film, outdoor, online and print.
The story leads to a function
A traffic query connects the unusual story with the app’s usefulness. This relationship stays constant as the story is adapted to different formats.
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