AUSTRALIA – Google Australia, in partnership with creative innovation company R/GA, has launched a new brand campaign showcasing the tangible impact of artificial intelligence (AI) on healthcare. The initiative highlights how Google AI is supporting researchers in tackling two critical health challenges: diabetic vision loss and hearing impairment.
Titled under the creative platform “More’s Possible,” the campaign brings to life the stories of medical professionals whose work is being advanced by Google AI. Directed by Sanjay De Silva of Division, the campaign emphasizes the power of collaboration between human expertise and technology, underscoring the message that extraordinary outcomes emerge when innovation meets dedication.
The first film, “The Sidelines,” depicts a regional Australian doctor using Google’s AI model to screen for diabetic retinopathy, a leading cause of global blindness. The AI-driven tool enables rapid detection, offering communities in remote areas access to specialist-level care that would otherwise be out of reach.
The second film, “The Dining Table,” tells the story of a researcher leveraging AI to improve hearing devices. Unlike traditional aids that amplify all sound, these AI-powered models prioritize speech in noisy settings, helping individuals with hearing loss stay present in meaningful conversations.
Beyond storytelling, the campaign demonstrates Google’s commitment to Australia’s digital future through its $1 billion Digital Future Initiative, which funds partnerships with institutions such as Cochlear, Macquarie University Hearing, The Shepherd Centre, and NextSense. The initiative extends AI applications to environmental conservation, from analyzing bird calls of threatened species like the Glossy Black Cockatoo to protecting Tasmania’s giant kelp forests.
Notably, AI also shaped the campaign’s production. Google’s generative AI tools were used in pre-visualization and post-production, creating photorealistic environments and subtle enhancements that reinforced the campaign’s narrative. Authenticity was further ensured by casting actors with lived experience of diabetes and hearing loss.
“Whether it’s improving the effectiveness of hearing aids or helping prevent diabetic vision loss, this campaign demonstrates that more’s possible when medical researchers join forces with Google AI,” said Suzana Ristevski, Chief Marketing Officer for Google Australia and New Zealand. “Thanks to local partners, this groundbreaking work is taking place in Australia right now.”
Rachel Blacklaws, Creative Director, Australia, at R/GA added, “These are stories of possibility made tangible. They show what happens when emerging technology meets the passion and vision of researchers and medical professionals.”
Sanjay De Silva, Director at Division, said: “We wanted to create films that had a subtle, cinematic, and emotionally grounded tone that felt like we were dropped into the middle of these very real settings. It’s not about the technology, it’s about the people, and the possibilities it unlocks.”
The campaign launched nationally on September 7 across broadcast, BVOD, YouTube, digital audio, out-of-home, SVOD, display, and print formats. Complementary 30-second and 15-second cutdowns further extend reach, with a partnership with The Voice amplifying the cultural resonance of the hearing initiative.
