Google Sheets wanted to highlight the collaborative nature of the software. We came up with a visually impactful approach that featured an unconventional way of using the spreadsheet-based program.
Instead of inputting numbers and data, we challenged artists on opposite sides of the Atlantic to create a piece of art using only Google Sheets. Keeping with the art theme, the show-stopping result was recreated as a hand-painted mural in NYC. The campaign story was told through videos that were seeded on social media, picked up by the press, and continued to spread organically online.
The Art of Collaboration
Refinery29 partnered to find the talent, selecting Marina Esmeraldo, an illustrator in Barcelona, and NYC-based designer Mallory Heyer. We asked the artists to “break the grid” — not only by pushing Google Sheets to its limits, but also by supporting and celebrating women who break free from society’s expectations.
Sheets to Streets
Esmeraldo and Heyer used conditional formatting, cell values, and other functions to build vibrant color blocks and bold gradients to bring their girl gang to life. The result was recreated as a giant out-of-home mural in New York City, making art out of the unconventional medium.
Work Hard, Slay Hard
The mural, a tribute to strong women, made a powerful statement that resonated with the Instagram set. That, coupled with the massive social media audiences of Google and Refinery29, helped the story reach an audience of 7 million. High-profile features in Fortune, Business Insider, and of course, Google and Refinery29, created a larger dialogue.