GCP – 5 ad agencies used Gemini 2.5 Pro and gen media models to create an “impossible ad”

The conversation around generative AI in the enterprise is getting creative. 

Since launching our popular Nano Banana model, consumers have created 13 billion images and 230 million videos¹. Enterprises can combine Gemini 2.5 Pro with our generative media models – Lyria, Chirp, Imagen, and Veo – to bring their ideas to life. 

To us, generative media is a canvas to explore ideas that were previously constrained by time, budget, or the limits of conventional production. To test this, we briefed several top agencies to use Google’s AI to create an “impossible” ad — a campaign that pushes the boundaries of what’s creatively and technically feasible.

This is what they created.

Impossible retro audio experiences: Reimagine yesterday’s greatest hits, today

Brand: Slice healthy soda

Agency: BarkleyOKRP

Challenge: Slice needed to relaunch a nostalgic soda brand with a new focus on probiotic benefits. They aimed to create a distinct brand experience that resonated with both long-time fans and a new generation, creatively showcasing its retro appeal and health-focused features.

Approach: “106.3 The Fizz,” an AI-generated retro radio station, marketed Slice’s relaunch. Gemini wrote 80s/90s pop lyrics, lore, and DJ banter, all infused with “fizz” themes, and powered the global streaming site. Imagen and Veo 3 created visual assets like album covers and music videos. Lyria composed lo-fi instrumentals for a “Chill Zone,” and Chirp provided voices for radio hosts. This approach combined nostalgia with AI innovation, matching Slice’s retro-meets-modern identity.

Results:

• +119 million PR and paid media impressions

• 45,700 online streams

• A 33% view rate

• A 60% more efficient CPM

• 180,000 analog radio listeners

Tech stack:

• Google Cloud (Gemini 2.5 Pro, Lyria, Veo, Imagen)

• YouTube channel

Impossible personalization: Message the future with personalized trip previews

Brand: Virgin Voyages

Agency: In-house at Virgin Voyages 

Challenge: Virgin Voyages wanted to improve its digital advertising by creating highly personalized and engaging ad experiences. The goal was to re-engage prospective cruisers with compelling visuals and messaging that directly reflected their on-site browsing behavior, turning potential bookings into actual conversions.

Approach: Virgin Voyages launched “Postcards from your future self.” This campaign used Google AI to create personalized “postcard” ads based on users’ browsing behavior on virginvoyages.com. Gemini interpreted on-site signals, such as viewed itineraries or ship pages, to generate tailored messaging, taglines, and calls to action. Imagen then created static postcard visuals matching the destinations and cruise themes each user explored, while Veo produced dynamic video versions for more immersive ad formats. These unique AI-generated creatives were used to retarget users, showing them a “Postcard from your future self” specific to their browsing session.

Tech stack:

• Google Cloud (Gemini 2.5 Pro, Imagen, Veo 2, Vertex AI)

• Google Ads (YouTube, Search, Display)

Impossible experiences: Unlock endless, unique party themes & bespoke cocktails

Brand: Smirnoff

Agency: McCANN 

Challenge: Smirnoff aimed to become the preferred vodka brand for LDA Gen Z’s house party culture. While popular for casual home use, the brand wanted to elevate its status and become linked with the unique, personalized gatherings favored by this generation, being the go-to option for bringing people together over delicious drinks. To lead in the LDA Gen Z home party market, Smirnoff needed an innovative way to connect and prove its relevance, making every at-home celebration an unforgettable experience to enjoy responsibly and with moderation.

Approach: Smirnoff introduced Party Engine, an AI-powered co-host that designs unique house parties. Gemini powered a conversational co-host that chatted with each guest to understand their preferences and personalities. As more guests interacted, Gemini combined their inputs with cultural data to develop a unique party theme in real-time. The engine recommended specific party details, including the theme, music, decor, and a personalized Smirnoff cocktail. This approach blended guest personalities with cultural trends, down to the dress code and playlist, creating tailored, one-of-a-kind experiences, all designed to deliver the collective effervescence that Smirnoff brings to every occasion.

Impossible world building: Crowdsource mascots for the lesser traveled parts of Orlando

Brand: Visit Orlando

Agency: razorfish 

Challenge: To attract visitors to Orlando’s unique, lesser-known destinations beyond major theme parks, Visit Orlando needed to create compelling awareness. They required an innovative strategy to differentiate these local attractions and their distinct personalities from dominant parks like Walt Disney World and Universal Studios, encouraging travelers to explore the city’s hidden attractions.

Approach: Visit Orlando launched “The Morelandos,” a group of AI-generated characters inspired by real Google reviews. Vertex AI powered a custom agent that gathered and organized Google reviews into distinct personality traits and descriptors for each location. Gemini then turned this information into creative prompts and character backstories, while Imagen visualized these unique mascots. Veo brought the characters to life through animated video stories, featured in YouTube pre-roll and Performance Max campaigns. The characters are available on a Google Maps-integrated experience on VisitOrlando.com, allowing users to explore them online or in real life through AR.

Tech stack:

• Gemini 2.5 Pro 

• Vertex AI, Veo, Imagen

• Google Maps

• Google Reviews

• AR Core

• Firebase Studio

• YouTube Pre-roll ads

Impossible consistency: Achieve cinematic quality and brand consistency

Brand: Moncler

Agency: R/GA

Challenge: Moncler sought innovative ways to produce high-quality, cinematic visual content at scale while maintaining its distinctive luxury aesthetic and brand consistency across diverse creative inputs. The goal was to show how advanced AI could serve as a powerful creative partner for high-end storytelling through an experimental brand film.

Approach: Moncler partnered with R/GA to create “A Journey from Mountains to the City,” an experimental AI-driven film. Gemini powered a tool called Shotflow, which converted creative direction, style, and references into consistent, production-ready prompts. Veo 2 then used these prompts to create high-quality, cinematic visuals that perfectly matched Moncler’s luxury aesthetic. R/GA’s development of Shotflow also enabled global collaboration and maintained visual continuity throughout the project. This film was not intended for media distribution.

The results: The project was finished in four weeks, establishing Veo as a strong creative partner for high-end, brand-forward storytelling and demonstrating AI’s ability to produce cinematic, consistent visuals for luxury brands.

Tech stack:

• Gemini 2.5 Pro

• Google Cloud (Veo 2, Imagen)

Get started

If you’re interested in learning how to apply these AI-driven approaches to your own brand challenges, explore Gemini 2.5 Pro and our generative media solutions:

• Gemini 2.5 Pro 

• Veo

• Imagen

^{1. Source: Google internal data, Oct 2025}