Context: In their first effort targeting the US Hispanics, Google approached us to help them with the launch of their recently purchased domain extension “.soy” (“I am” in Spanish). They also tasked us to design, build, and launch their own .soy page as a space to celebrate and engage millennial Latinos.

Insight/Idea: Hispanic millennials have a genuine passion for the brand. Google wanted to reward and grow this connection by creating a digital destination to celebrate Hispanic millennials who are doing great things using Google products. was created to spread the “Latino Awesomeness” taking place now in the US.

Results: Our .soy anthem video reached 2.7 million views after being live for about a month.