Even a tech powerhouse like Google, renowned for its innovation and human-centric solutions, confronts challenges that test its limits.
The in-house creative team—the wizards behind Google’s high-stakes brand films, experiential marketing content, and conference videos—really feels the pressure when it’s time for Google I/O, their annual flagship developer conference.
Executive Producer Salam Darwaza had experienced past difficulties casting voice talent and knew she wanted to work with talent directly, not through an agency, to ensure speed and maximum flexibility in meeting the dynamic demands of a high-visibility project.
Solution
To overcome these challenges, Darwaza chose Backstage for its comprehensive offerings. Backstage provided:
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Access to a vast marketplace of professional talent, perfectly suited for the high-profile demands of Google I/O.
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Streamlined access to talent coupled with rapid audition turnarounds, essential for adhering to strict production schedules.
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A dependable resource for ongoing casting needs, promising long-term efficiency and consistently high-quality results.
Implementation
Darwaza’s team used Backstage to post detailed job listings, emphasizing the specific requirements and urgency of the project. The job posting attracted a wide array of skilled voiceover artists, including Laura Obiorah, whose distinctive voice and professional agility proved to be exactly what the project required.
The direct engagement with talent allowed for real-time feedback and swift adjustments, which were pivotal given the project’s tight timeline and high standards.
Results
Google’s partnership with Backstage delivered outstanding results:
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The production of an opening video for Google I/O that was praised by Google’s C-level executives as the best brand film the company had ever produced.
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The creation of a streamlined, effective casting process, enabling Darwaza and her team to efficiently manage high-stakes projects with confidence.
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The reinforcement of Backstage as a dependable casting platform, equipped to provide Google with top-tier talent for future projects.
The Backstage impact
This successful collaboration highlights Backstage’s role not just as a casting platform but as a strategic partner capable of meeting the exacting demands of tech giants like Google. Under Darwaza’s leadership, Google continues to harness the power of Backstage to ensure each production is not only seen but remembered.
Experience the magic of Google’s I/O brand film, featuring talent cast through Backstage. Watch the film here.
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