When Waymo came to us in mid-2023, they were a brand with a limited real-world footprint but an outsized reputation — a vanguard of the future operating in just two cities. Their product was straight out of science fiction, which meant half the internet wanted to believe in it and the other half wanted to prove it couldn't work.

Waymo needed a social presence that could do two things at once: define who they are as a brand, and convert skepticism into trust.

Waymo's competitors and critics were fighting over the same ground: the promise of what autonomous driving will mean someday. Our opening was the present — the ride people can actually take, the neighborhoods Waymo already runs in, the moments already happening on the road.

That's the territory only Waymo could own. And it meant we could answer skepticism not with bigger promises, but with proof.

Expanding on Waymo’s Truth + Magic brand platform, we built a creative filter to guide everything we made: grounded in present reality, without abandoning the wonder that makes the product special.

Truth covered the rational pillars — Safe, Reliable, Personal. Magic covered the emotional ones — Impressive, Delightful, Visionary. So while the category shouted about the future, Waymo talked — specifically, credibly, memorably — about now.

Truth + Magic flexed across platforms: collage-driven aesthetics on TikTok and Instagram; infographic styles on LinkedIn; partnerships with the Golden State Warriors and Phoenix Rising FC; all built in service of each fandom's voice. Our creative approach also paved the way for their paid media and influencer work, ensuring the same sensibility showed up wherever the brand did.

Since July 2023, we've grown Waymo's social audience by hundreds of thousands across seven platforms, including some we launched, driving millions of impressions and billions in reach. More importantly, the groundswell of audience support has informed Waymo's rollout strategy into new markets, giving us a clear map for how to show up in each new city.