Case Study: Google Cloud unifies 260 keynote announcements with Sparks

Google Cloud powers 260 keynote announcements with Sparks

Google Cloud, a major hyperscale cloud platform, faced the challenge of presenting 260 complex product announcements at its flagship Next 2026 conference to three distinct audiences simultaneously: CXOs, IT decision-makers, and developers. They partnered with their global brand experience agency, Sparks, which provided creative & design and creative & interactive technologies services to translate these abstract cloud computing concepts into a cohesive visual narrative for a massive screen.

Sparks implemented a unified visual system across all keynotes, treating the enormous screen as the primary storytelling instrument. The solution delivered a single, continuous design language that effectively addressed each audience's needs within one framework. The results were highly impactful, with the program successfully engaging 32,000 attendees. Measurably, Sparks managed over 1,073 screen files and pushed more than 10TB of content daily, operating with a team of 60+ specialists integrated with Google Cloud.

Google Cloud