Google.
Social impact campaign
WINNER MUSE Awards Platinum Award 2025
Video – Public Service & Activism
Client: Google x Jigsaw
Agency: Toaster EMEA
Creative Director: Tim Ward
Scriptwriter/Story Director: Clare Sturges
Senior Producer: Jemma Griffiths
Strategy Director: Zanya Fahy
Animators: Rumpus with Hend & Lamiaa
Composer: Tandis Jenhudson
Sound post production: Hoot Studios
SPOT IT. STOP IT.
Countering online misinformation in Europe.
MY ROLE: Story Director, Scriptwriter and VO Director
for Google’s largest campaign in the EMEA region in 2024.
Concepting, writing and story directing three hero films aiming to educate viewers about one of society’s biggest online threats, in a human and relatable way.
The spread of misinformation online poses a huge threat to societies around the world. Jigsaw, a Google unit tackling these threats, wanted to empower people across Europe to spot the signs of online manipulation and better recognise misinformation.
Landing such an important message across a diverse pan-European audience (27 countries) needed some serious research. We identified a shared interest in crime genre content across all markets. Driven by this insight, we created a series of Film Noir-inspired animations.
Deliverables
3 x English master films
260 localised versions
Delivery in 27 EU languages
Media: paid YouTube, organic Facebook, Instagram and other partners
Press coverage
TIME magazine: “…the stakes couldn’t be higher.”
Washington Post
Google blog
“My role across script and story was broad: from researching, concepting, message-shaping and scriptwriting to VO directing, story directing and QA before delivery.
“I directed over 25 VO recording sessions with artists in 13 different EU languages, while overseeing script, visual storytelling, character and environments, score, sound design and final post to ensure script and story was conveyed in a clear and effective way.”
