Google partnered with Star Wars to create Awaken the Force Within, an immersive campaign that transformed Google account interfaces based on a user’s choice of the Light or Dark side. Upon login, users selected a side, triggering Star Wars–themed visuals across their devices. Social functioned as a recruitment hub, allowing users to create and share their Star Wars character, choose an aircraft, spread in-universe propaganda, and recruit others to their ranks.

Copywriter // Jeff Ross • Art Director // Erik Norgaard