Making Material You

Agency: Farm League


“Making Material You,” a new campaign from Google Seed Studio, creative film company Farm League and director Britton Caillouette, is an artful and abstract look into the creative process behind the development of Google’s democratized design and ultra-customizable new UI, named Material You.

The campaign – part explanation film and part design manifesto – features four unique films that explore how Google has imagined an adaptive, personal, and expressive future for design. The Seed Studio team developed the film concept in tandem with Farm League director Britton Caillouette, in a partnership that first began as an Instagram DM from Seed Studio Design Director Philip Battin in August 2021. That message resulted in a two-year-plus process of creative development, production, and post.

Headlined by an anthemic film and followed by three informational short films, the series features top Mexico City artists, designers, chefs and beyond, and uses the real words from iconic designers. The environments of Mexico City, from the modernism to brutalism to the lush natural settings, all inform the feeling of the film. The voiceover, which features the aforementioned talent, explores the root of creative inspiration.

As a passionate design-minded filmmaker, Britton Caillouette’s recent directorial work also includes a collaboration with the Eames Institute on the legacy of Charles & Ray Eames’ design contributions. He is currently in post production on a feature documentary about the Tengu Club, a historic Japanese fishing club in the Pacific Northwest with a culture rooted in folklore and myth.

The campaign will live on Google Design website ( beginning on May 15, 2023 and was a featured component of their most recent Google I/O conference on May 10, 2023.

This professional campaign titled 'Making Material You' was published in United States in May, 2023. It was created for the brand: Google, by ad agency: Farm League. This Integrated medium campaign is related to the Electronics, Technology industry and contains 4 media assets. It was submitted 5 months ago.

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