Google’s Black-Owned Friday campaign, titled 'Grounded,' brings a focus to Black-owned plant businesses through a vibrant animated music video. Set to a track by Ari Lennox, the project features hand-drawn illustrations that highlight Black women interacting with lush, botanical environments and domestic interiors.
The piece leans into graphic, vector-based aesthetics, utilizing dynamic transitions and bold flat colors to create its distinct visual rhythm. Production was a multi-studio collaboration featuring Lobo, STATE, Not To Scale, and BBH USA, who collectively developed the cinematic, vertical format animation.
