Role: Consultant, 72andSunny LA

In 2017, the world didn't want answers. It wanted instructions.

Searches for "how" spiked harder than almost anything else that year — how to join the military, how to run for office, how to make a protest sign, how to be a good parent, how to be a firefighter. Up 10x over the year before. People weren't just watching the news. They were trying to figure out what to do about it.

Google's Year in Search has always been a look back at what the world cared about. In 2017, that meant something different — less nostalgia, more resolve. We built the film around that shift: a year defined not by what people searched for, but by what they were trying to become.

It's been viewed over 22 million times. Which tracks — it wasn't really a Google ad. It was a mirror.