Google entrusts its Flow video tool to three creative directors to give small businesses a visual identity.

Google partners with three creative directors to use its Flow video tool to design high-end cinematic brand films for small businesses by June 2026.

As part of Small Business Week, Google has launched an initiative called The Small Brief, which brings together three figures from the advertising industry and grants them unlimited access to Flow, its video generation studio. Each is entrusted with a small business, with the instruction to produce a brand film with cinematic production value usually reserved for large budgets.

Susan Credle, Global Creative Advisor at Interpublic Group, is partnered with Stonewood Farm, a community farm and non-profit project in New York State, where she serves as a trustee. Jayanta Jenkins is partnered with Archangels. Tiffany Rolfe, Chair and Global Chief Creative Officer at R/GA, is working with South Ferry. The three partnerships were chosen at the creatives' own initiative.

Flow, integrated into Google Labs and accessible via Chrome, is used here to generate scenes, animations, and sequences from text prompts. Google's stated objective is twofold: to demonstrate the tool's ability to produce studio-quality output without traditional production equipment, and to present generative AI as a lever for visibility for small businesses rather than a threat to creative professions. The initiative thus extends Flow's positioning against the competition from general-purpose video models.

The films, as well as behind-the-scenes footage of their production, are expected in June 2026. Announcements are being shared on the @FlowbyGoogle accounts, on 𝕏 and Instagram.