The numbers are on Waymo’s side. They’ve tested more than anyone, they’ve studied those test results line by line with an accountant’s zeal, and they’ve even been able to model a full safety framework that could shape the whole industry’s trajectory. But they needed help translating those numbers into a story - something that could be conveyed in a single video. So I looked at a bunch of data. Eventually I realized that the story was actually the numbers themselves - not just Waymo’s data, but the scale of its ambitions; not just how well autonomous driving technology can work, but how well it can work at the size of the operation that Waymo’s been building.
Once I had this central insight, I built out a narrative platform, identified the key data points our video needed to emphasize, and built out a rough script for the CD to block out. I also took center stage during the pitch and fielded 30+ minutes of follow-up questions with a very excited client. And once the work was awarded, I helped kick off the writers and ensure that the narrative of our final piece tracked with what we pitched.
Services: Campaign strategy, creative strategy, comms strategy, research, deck narrative, copywriting, concepting