Converting AI skeptics into champion drivers

Google AI Pit Stop at Advertising Week NY

AGENCY: MAS CLIENT: GOOGLE & YOUTUBE ROLE: CREATIVE STRATEGY & COPYWRITING

The Challenge

At Advertising Week New York, Google needed to demystify AI for marketers. Overwhelmed by technical jargon, Google sought to generate excitement about their AI-powered advertising solutions through an experience that would make the technology approachable and its benefits tangible.

The Spark

We created a racing metaphor that positioned Google as the leader of the AI race, with marketers as drivers, their brands as cars, and AI as the engine powering winning strategies.

This intuitive framework transformed intimidating technology into an exciting, interactive experience that invited participation rather than passive observation.

The Work

The Google AI Pit Stop featured a Formula 1-inspired race car displayed in a pit garage setting, creating immediate visual impact. We designed interactive stations including an AI-infused racing game, hands-on product demonstrations, and 3D-printed car models showcasing AI-driven case studies.

I helped craft the strategy and copy that made complex technology into tangible play.

A thrilling, memorable experience

Guests used NFC-enabled keychains to activate personalized experiences at each pit stop station. The journey progressed from "under the hood" explanations to interactive demonstrations, building confidence with Google's AI solutions through an engaging, tech-enabled experience.

Turning skepticism into authentic excitement

We strategically designed AI driver's licenses that went beyond mere keepsakes—each served as a personalized gateway to Google's AI tools.

By embedding onboarding tools and organic educational moments throughout the experience, we created a strategic bridge between the event activation and practical implementation, generating impressive metrics: