Google Santa Tracker

visual direction | photography strategy | cultural localization | cross-platform creative

Directed crowdsourced visual strategy for Google Santa Tracker's globally inclusive experience supporting 45+ games, 18 videos, and live tracking, serving millions worldwide during the holiday season. Led curation and integration of 4,000+ culturally relevant photographs across product, social, and marketing channels.

• Developed quality frameworks and sourcing standards for images from Google Maps' global creative community while creating culturally sensitive content guidelines

• Established cross-platform visual consistency standards and scalable workflows for real-time and interactive experiences across all digital touchpoints

• Collaborated with Product, Marketing, and agencies Upperquad and The Many to optimize assets and implement comprehensive visual strategy

Impact: The crowdsourced photography strategy helped establish Santa Tracker as a globally beloved tradition. The project earned a Webby Award nomination for Best Visual Design (2020), showcasing the power of community-driven visual storytelling at global scale.