How I work: Michael Tabtabai, Google Model Studio
As Executive Creative Director of Google Brand Studio, Tabtabai explains his day-to-day life and the responsibilities he has in leading a team to drive change
Michael Tabtabai is Executive Creative Director at Google Brand Studio. Its main role is to bring Google's brand values to life through technology, storytelling and creativity. The Brand Studio consists of a roster of talented creative directors, designers, writers, researchers, editors, UXers, and IAists.
One of the many projects Tabtabai has worked on since joining in 2015 is the annual one Google's Year in Search Film and Digital Campaign, Google's global Coronavirus resource page When Covid-related shutdowns began there were a number of haunted tours of US National Parksand brand identity work for Google Workspace. Last year, Tabtabai and his team also used Google Search Trends data to identify key topics across a range of videos such as: In search of an end to racial injustice, Most Wanted, and Where there is help, there is hope. This is part of Tabatbai's ongoing commitment to improving diversity and inclusion in the industry and his mission to "do good with [his] creative abilities".
Before joining Google, Tabtabai was Creative Director at Wieden + Kennedy in Portland for four years. Prior to that he also held positions at Saatchi & Saatchi, Chiat / Day and CP & B. Moving from the advertising world to a technology company, the third largest in the world, has been a big adjustment for the creatives. Here he tells us how he had to change his thinking. He also discusses the importance of working together in a company like Google and why brands play a big role in representation.