In May, Google launched The Small Brief project. The company invited three well-known creative leaders to build studio-quality campaigns for local businesses using Google Flow, an AI creative studio. The goal was simple: show how AI can support strong storytelling and help small organizations create polished, ambitious campaigns.
Takeaways 🚀
✅Three creatives used Google Flow
✅Small Brief launched in May
✅Campaigns supported local businesses
✅AI enhanced visual storytelling
✅Human creativity stayed central
The project brought together Susan Credle, Tiffany Rolfe, and Jayanta Jenkins. Each creative used Google Flow to develop a campaign for a business or nonprofit they cared about. Their work shows how creative direction and AI tools can work together to produce clear, emotional, and visually engaging stories.
What Is The Small Brief?
The Small Brief project was introduced in collaboration with Johannes Leonardo to mark Small Business Week. Google gave the three creatives unlimited access to Google Flow and asked them to create campaigns that highlighted local businesses and community-focused organizations.
The broader idea behind the project was not only to showcase the tool itself, but also to demonstrate how AI can help creatives explore new ways to tell meaningful stories.
Susan Credle’s Campaign for Stonewood Farm
Susan Credle created a campaign for Stonewood Farm, a nonprofit in the Hudson River Valley. Her concept centered on the phrase “Just Farming.” The campaign used this phrase to connect regenerative agriculture with community care.
With Google Flow, she illustrated how caring for the soil can also support people and local communities. The result was a campaign with an emotional message and a clear social purpose.
Tiffany Rolfe’s Campaign for South Ferry
Tiffany Rolfe developed a campaign for South Ferry, a ferry service in Long Island, New York. Her work focused on the company’s long history and its connection to the local community.
Using Google Flow, she shaped a story around a promise made by the Clark family in 1833. The film follows the ferry through changing seasons, frozen waters, daily crossings, and homecomings. This approach turned a local transportation service into a story about continuity, service, and place.
Jayanta Jenkins’s Campaign for ARCHANGELS
Jayanta Jenkins created a campaign for ARCHANGELS, a public benefit corporation that supports caregivers. His film explored the idea of selflessness through an emotional and symbolic narrative.
A mirror served as the campaign’s main visual device. In the reflection, the main character sees the people they care for before finally seeing themselves. This concept helped communicate the emotional weight of caregiving in a simple but powerful way.
What the Project Shows About Google Flow
Together, these campaigns offer a practical look at what can happen when experienced creatives use Google Flow with few limitations. The work highlights how AI can support concept development, visual storytelling, and campaign production.
At the same time, the project suggests that the technology works best when paired with strong human ideas. The campaigns did not rely on AI alone. They depended on creative judgment, narrative structure, and emotional insight.
Why This Matters
For a general audience, What 3 creatives built with unlimited access to Google Flow is less about technology alone and more about creative possibility. The Small Brief project shows that AI creative tools can help produce professional campaign work for local businesses and nonprofits, especially when guided by experienced storytellers.
It also points to a larger shift in marketing and creative production. Tools like Google Flow may make high-quality campaign creation more accessible, while still leaving human creativity at the center of the process.
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