In a collaboration with the agency Johannes Leonardo, Google launched 'The Small Brief' project, merging high-end AI technology with seasoned creative expertise. Three industry leaders — Susan Credle, Jayanta Jenkins, and Tiffany Rolfe — were granted unlimited access to Google Flow, an AI creative studio, to build studio-quality campaigns for local businesses and nonprofits they support.
Storytelling Through AI
The projects demonstrate how AI tools can amplify the narrative reach of smaller organizations, providing them with visual tools previously reserved for large-scale budgets:
- Susan Credle (Stonewood Farm): Credle focused on regenerative agriculture in New York's Hudson River Valley. Her campaign, titled 'Just Farming,' used Google Flow to illustrate the connection between soil health and community well-being.
- Tiffany Rolfe (South Ferry): Rolfe utilized the AI studio to visualize a 200-year historical narrative for a Long Island ferry service. The film chronicles the Clark family’s commitment to their community since 1833, depicting the ferry navigating frozen waters and changing seasons.
- Jayanta Jenkins (ARCHANGELS): Jenkins crafted an emotional film for a public benefit corporation supporting caregivers. Using a mirror as a visual metaphor, the protagonist sees the reflections of those they care for — parents and patients — before finally recognizing their own self.
The initiative, which debuted in May to coincide with Small Business Week, aims to inspire other creatives and small businesses to explore AI's potential. A behind-the-scenes docuseries has been released to showcase the individual journeys and technical challenges faced by the creators.
