← Open Mind
The creative brief, the tagline reasoning, and where the buy runs.
Paid Media
Creative Brief & Placement Strategy
Tagline: "The future is learned here." — "Future" taps into aspirations around education and upward mobility that resonate with both students and the parents/educators who influence them. "Learned" deliberately reframes Gemini from a passive tool into an active skill students build, not just use. "Here" grounds the whole promise in something immediate and local: this isn't a distant opportunity, it's down the street at the library.
Out-of-Home
- Bus shelters & metro stations near LAUSD schools and libraries — 7th St/Metro Center, Union Station, North Hollywood Station, Willowbrook/Rosa Parks, El Monte
- LADOT DASH routes serving dense, transit-reliant student corridors — Downtown (A, B, D, E, F), Koreatown, Hollywood, USC/Expo, Vermont/Main
- Timed to LA Metro's free GoPass program, which already moves 500,000+ students through the system
Digital
- YouTube & Snapchat pre-roll and short-form video showing real Gemini use cases
- Instagram — paid boosts behind the Shared-media post series below
Print & Newsletters
- LA Times education/technology section & back-to-school issues
- LAUSD Monthly Parent Newsletter, Arts Education's "Palette and Pulse," and the Instructional Technology Initiative Newsletter
- City of LA Youth Development Dept. newsletter & Boyle Heights Beat