Detroit creative content agency Hook elevates what could have been a very dry how-to explainer for Google Labs’ new Whisk image generation tool into a music-driven flurry of motion laying out the platform’s features and benefits.

From the team at Hook: “To show how easy it is to reimagine your ideas with Whisk, our launch video finds a balance between demonstrating the product and tapping into the joy of the creative process.

“We were tasked with building out a narrative before the product had any finalized branding or UI. But what we did know was that you could provide different references for the subject, scene, and style of any image you generate with Whisk.
 

“Our launch video finds a balance between demonstrating the product and tapping into the joy of the creative process.”

 
“Whisk aims to make creative expression more accessible to everyone, but creativity needs inspiration in tandem with access to the right tools. We needed to present users with a good reason to start experimenting, so we got to prompting, collecting a variety of examples to shuffle through at every step.

“The idea was to provide enough inspirational kindling for any spark of the user’s imagination. This also gave the viewer an idea of how far they could push their own prompts, whether by uploading their own images or rolling the dice to randomize one.

“As the product was finalized, the list of features available to the user grew even longer. We were initially tasked with animating a 20-second spot, but had to triple the length of our video to include them all.”
 
 

 
Client: Google Labs

Production: Hook