JOE CARR
strategy director
Google / Cloud Gaming
THE IMPACT
The “Undercover Gamer," a global campaign leaned into the device's lack of traditional gaming aesthetics as a benefit. By featuring celebrity "undercover gamers" we proved that the best thing about gaming on a Chromebook is that nobody expects it, showcasing the hardware's power through unexpected performance.
Repositioned Chromebook from a utility-first device to a legitimate gaming contender, opening up a new high-value audience segment and driving consideration for the Plus hardware tier.
THE IMPACT
THE TENSION
High-end gaming traditionally requires expensive, bulky hardware. Chromebooks were perceived as lightweight devices, creating a massive credibility gap among serious gamers.
THE STRATEGY
Challenged category norms with a surprise gamer concept. Partnered with Michelle Rodriguez to reframe Chromebook Plus as a stealth powerhouse rather than a hardware compromise.
