The THEA‑award‑winning Google Ride at CES 2019 was a massive, Disney‑style dark ride that turned software features into an immersive story. It remains one of the most ambitious marketing activations in tech history.

Nexus Studios led creative direction and design for the centrepiece of this 36,000‑square‑foot “Google Playground” in the LVCC parking lot.

Our director Fx Goby and the Nexus Studios team created a cohesive journey using a full‑track dark ride, animatronics, interactive characters, and a custom theme song to simulate a busy dad’s day. Rather than a dry demo, the ride showcased Assistant features—like real‑time translation, smart home control, and calendar reminders—through a relatable, chaotic family narrative.

With 2,600 daily guests, it shifted the CES standard from static booths to theatrical storytelling, proving that complex AI is best explained through human connection and humour. Google Ride became the most talked-about brand attraction of the year, effectively rebranding Assistant from a utility tool to a “helpful sidekick.” It won a coveted THEA Award that same year.