AR in Google Search: Bringing Japanese Summer Traditions to Life

Google Creative Lab Project, in collaboration with Google Search and Google Japan

Bug catching, a quintessential summer activity in Japan, frequently appears throughout Japanese pop culture, and searches for many insects spike during the summer season. To bring these beloved seasonal insects to life and offer users a delightful learning experience amid the Covid-19 lockdowns, we integrated 23 AR models of popular insects into Google Search.

Background:

This project commenced in spring 2020, just as Covid-19 was escalating into a global pandemic. Like everyone else in the company, our team grappled with these unprecedented circumstances. We paused our previous project and quickly pivoted to address an open brief: "How can Google be helpful in an unprecedented situation?"

In Japan, catching bugs is a significant summer pastime for children, so much so that searches for summer beetles surge annually. Bug boxes are commonplace in nearly every Japanese elementary school classroom, with children regularly completing assignments related to these captivating creatures.

However, social distancing measures in 2020 drastically limited outdoor activities, prompting us to consider: "How can Google help children and schools preserve this integral summer tradition?"

In response, we collaborated with the Search AR team and Japan Search Marketing team to develop a novel solution - the Search AR library. This innovative tool features 23 popular summer insects, allowing children to observe and learn about them without leaving their homes. We also launched an AR photo contest to further engage users. Through these initiatives, we managed to uphold a beloved cultural practice, adapt to changing circumstances, and promote continuous learning.

My Role:

As the creative director, I co-led the project alongside Cassie Hamilton, the executive producer of Google Creative Lab. Leveraging my personal and cultural insights into Japanese culture, I identified the opportunity and conceived the original idea. I provided creative direction for the 3D asset production and UX design, working collaboratively with the product team to deliver the design assets. Additionally, I spearheaded the go-to-market strategy and provided creative direction on producing the marketing materials.

Result:

Within a remarkably brief span of two months, we designed and launched the product globally. The release exceeded our targeted iOS Google app download goals, particularly in Japan.