Meet the Agencies Redefining What’s Possible with Google Gemini
See how Google Gemini turns marketing challenges into campaigns that use real-time insights to connect with people at scale and drive results.
Video scenes ready to air within hours. A moving billboard that responds to its environment. A focus group that never sleeps.
Impossible? Not anymore. Google’s Impossible Ad Initiative aims to demonstrate that AI tools can help agencies achieve previously impossible feats of creativity — and drive better results. The program has already led to standout campaigns and massive time savings. Here, agency leaders recount how they used the technology and why they plan to continue.
PODS and Tombras Unleash the “World’s Smartest Billboard”
Defying the previously impossible, a moving billboard in NYC reacts to its surroundings in real time, thanks to an innovative collaboration.
For creative agency Tombras and moving and storage giant PODS, the idea was simple yet revolutionary: transform PODS’ existing truck fleet into dynamic, contextually aware billboards. The goal? To create “the world’s smartest billboard.” The key to unlocking this ambition was Gemini, which powered a rapid-fire copywriting process. The result was a staggering 6,000 clever taglines, ready to be displayed on the side of a single truck as it navigated the bustling streets of New York City.
“I would personally never agree to writing 6,000 lines,” confessed Tombras executive creative director Avinash Baliga. However, with Gemini’s assistance, the team achieved the incredible volume and nuanced variety needed to respond instantly to a constant stream of information — news, weather updates, traffic conditions, and even local events across 299 distinct neighborhoods.
The campaign’s launch week delivered undeniable proof of its power. PODS experienced a 60% surge in website sessions and a 33% increase in local quote requests, underscoring the impact of hyperlocal relevance and the effectiveness of tapping into New Yorkers’ sense of humor. The “world’s smartest billboard” wasn’t just seen; it resonated.
As a brand campaign, it demonstrated AI’s ability to unleash teams’ creative potential, breaking away from conventions around voice and tone. “The fact that we could get a machine to be in on that exercise was really surprising,” said Baliga. “That’s going to be really interesting going forward.”
Tombras used Gemini to craft a campaign for moving and storage company PODS, resulting in “the world’s smartest billboard.”
Monks Unlocks an AI-Powered Focus Group, Powering Personalization at Scale
Gemini-fueled personas and ImageFX visuals slashed campaign costs 97%, and sent CTR soaring 80% for the sleep tech brand’s rapid launch.
Monks executed a lightning-fast launch for its client, a wellness retail brand, bypassing lengthy market research. The creative agency deployed Gemini to instantly create three target personas, forming the bedrock of “The Everything Machine” campaign.
This AI-driven strategy, coupled with text-to-image generator ImageFX producing 27 visuals from minimal sets, was a game changer. Beyond the 97% cost cut and 80% CTR uplift, cost per purchase also improved by 31%.
“AI can allow you to go broad and also bring more focus, all at the same time, because of the power of scale,” said Roni Sebastian, Monks’ ECD. “Whereas, without the power of AI, with limited time, with limited budget, you’re really just trying to find common ground among multiple audiences.”
While the campaign led to new revelations about the power of AI in developing personalized creative at scale, its results pointed to its potential for driving business growth.
“You’re just scratching the surface if you’re only thinking about efficiency gains when it comes to how you’re harnessing AI,” said Brittany Blanchard, EVP of digital media at Monks.
Digital agency Within leverages AI for rapid persona development and 3D animation, slashing production timelines by 90% and campaign costs by 70% for “Move Your Mood” travel sweepstakes.
Entering the competitive fragrance market, Touchland partnered with digital agency Within to launch its new line of scents on an aggressive six-week timeline. Within turned to Gemini to fast-track the process, from research to creative execution.
Gemini quickly developed four travel-centric personas based on Touchland’s “Move Your Mood” messaging and existing research, sparking the core campaign idea: a travel sweepstakes. The team further prompted Gemini to pinpoint eight ideal destinations, factoring in logistics and “location vibe match.”
The team cut visual timelines by a staggering 90%. This contributed to a 66% overall project timeline reduction and 70% lower costs.
But the real breakthrough was the quality of the end result. “Imagen is easily our favorite diffusion model... The outputs are simply stunning,” said Joe Yakuel, Within CEO.
Using Gemini to generate and visualize scent-inspired destinations, Within launched a campaign promoting Touchland’s new products in just six weeks.
Pit Viper Accelerates Gen Z Connection with AI-Powered Campaign
Eyewear brand Pit Viper and agency Dept use Gemini for rapid creative development, achieving significant reach and recall in just four weeks.
Pit Viper, known for its bold 1980s-inspired sports sunglasses and “party mountain” brand sensibility, faced a tight four-week deadline to launch a campaign targeting a young, hip audience.
The problem? The brand only had four weeks to create and launch a campaign from scratch.
With some help from its agency, Dept, and Gemini, the brand brought superhuman speed to creative development. The team used Gemini to generate proofs of concept based on their scripts for the good, the bad, and the strange. And using text-to-video prompts, they had campaign-ready scenes in just a few hours, reflecting the brand’s quirky voice and style.
Dept was able to “speed up [its] creative process and produce truly innovative results,” said Cameron McCourt, Dept’s client partner director. The results: 10.3 million viewers and a 6.5% lift in ad recall for 18- to 24-year-olds four days after launch.
[Flash warning, 00:11–00:13] Dept used Gemini to riff on Pit Viper’s 1980s vibe to create an ad campaign that increased priority audiences’ ad recall.
