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Entropico is a global production company and creative studio that moves effortlessly between advertising and entertainment

We are storytellers and innovators - dedicated to finding and fostering exciting and diverse voices in entertainment and advertising, spotlighting fresh perspectives and developing new production practices.

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Entropico acknowledges the Traditional Owners of the land where we work and live, the Gadigal people of the Eora, the Ventureño, Gabrieleño-Tongva and Fernandeño peoples as well as the Lenape, Manahatin, Canarsie, Shinnecock, Reckgawanc, Munsee and Haudenosaunee Nations, we pay our respects to Elders past and present. We celebrate the stories, culture and traditions of Aboriginal, Torres Strait Islander and Indigenous American Elders of all communities who also work and live on this land and we pay our respects to Honuukvetam (Ancestors), ’Ahiihirom (Elders), and ‘eyoohiinkem (our relatives/relations) past, present and emerging. Always was, Always will be.
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Los Angeles, USA

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1833 N San Fernando Rd, Los Angeles, CA 90065

+1 (415) 637 9607

Gadigal/Sydney, AU

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L2, 36-50 Wyndham Street, Alexandria, NSW 2015

+61 413 107 810

New York, USA

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49-51 Elizabeth St 5th floor, New York, NY 10013

+1 (213) 642 9386

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rostered or interns

Jobs@entropico.com.au

+61 413 107 810

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ACCEPT
ACCEPT

Google Cloud x Team USA

Design
Post Production
Production
Scripting
Strategy
Client
Google
Year
2026

Google Cloud x Team USA at the 2026 Winter Olympics

As a partner of Team USA, Google Cloud collaborated with elite athletes to build an AI tool that transforms standard video into actionable performance data, helping athletes find their competitive edge for the Olympic Winter Games. (Source) Entropico dropped in to tell the story of this partnership via a BTS documentary film and a series of social assets.

Approach

For the world's greatest athletes, gaining a competitive edge and ensuring safety often comes down to deciphering split-second, complex performances—a process they have historically navigated solely with the naked eye. This reality presents a critical need for objective, precise biomechanical data. Enter Google Cloud, whose engineering team created an AI-powered tool to collect and analyze that very data in partnership with Team USA. This game-changing technology reveals performance insights, enhances training, and focuses on the competitive edge, all while keeping the human element and intuition of the athlete at the center.

Entropico dropped in to cover the interaction between Google Cloud, Team USA, and U.S. Olympians taking a “BTS” point of view to tell a resonant and organic story that featured Shaun White (U.S. Olympian / Snowboarding), Alex Hall (U.S. Olympian / Freestyle Skiing), Maddie Mastro (U.S. Olympian / Snowboarding), Colby Stevenson (Team USA) and Anouk Patty (Head of Sport, Team USA) among others. The approach, inclusive of a long-form documentary-style film (BTS) and its supporting short-form films, was designed to highlight AI from Google Cloud by providing an insightful, emotional, and inspiring look at this tool’s creation and impact.

SOLUTION

Entropico worked with Google Cloud to capture this story as it unfolded using documentary filming techniques, cinema cameras, and a combination of prime and zoom lenses operated by specialty technicians with pro-skiing backgrounds.

Strategically broken into a longform documentary film and an assortment of targeted short form assets, the work focuses on several key pillars: The Insight, which focuses on the athletes' intuition and the challenge to define complex moments beyond a “gut feeling;” The Challenge, where Google Engineers discuss the athletes’ needs and workshop solutions; The Collaboration, which visually demonstrates the tool in action, showing the coach and athlete studying the data and internalizing the output; and The Result, which highlights the athletes’ excitement to incorporate AI in training, combining technology with their innate skill. The supporting short-form “cutdowns” are crucial for targeted messaging, creating focused, shorter stories for specific narrative beats, sports, audiences, and media to amplify the impact across various channels.

This was a highly complex multi-camera capture that would have been challenging under ordinary circumstances, but was made extra-ordinary by the fact that we were filming on the mountain at two ski resorts.
EXECUTION

Working in step with the Google product and marketing teams, we honed in on key customer archetypes to spotlight different Google AI-powered functions and ground our information in characters seeking real-world products, solutions and inspiration. ‘The Plant Parent’ leverages Google Lens to find the perfect new foliage friend for their collection. ‘The Aqua Enthusiast’ takes backyard pool maintenance to a new level with the help of Search Generative Experience. And ‘The Curator’ uses Circle to Search to plug a very specific aesthetic gap.

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Next Project

Google – Modern Search

Google – Modern Search

Getting ad-makers up to speed and excited about the latest evolutions of Google Search, and empowering them to connect more deeply with customers.
View Project
View Project
Have a project in mind?
Get in touch
Get in touch