In 2021, Adobe launched a new brand campaign focused on the magic that was possible with Photoshop. I took on a multi-faceted role on this project and was fortunate to have the opportunity to learn from a world-class team as the commercial came to life.
I assisted in artist curation to ensure that several app use cases — art, design, photo, and video pre production — were represented in the spot, and would lend themselves to my main task at hand: building out content to support the mid-funnel, consideration stage of the user journey.
Purpose:
Brand awareness and purchase consideration
Feature awareness
Role: Art direction, creative direction, consultant, graphic design, storyboarding, copywriting
Adobe Team: Brand Campaign, Studio Team
Agencies: 72 and Sunny, DVEIN
Mini how-to mograph: Very True Story
Agencies: 72 and Sunny, DVEIN
Mini how-to mograph: Very True Story
Art direction
Each of these creators had artwork with a featured segment in the main video advertisement and a page featuring a behind-the-scenes look at how the art comes together using Photoshop tools and techniques. I provided technical insight into key workflows as the art and voiceover scripts developed with the goal of conveying distinct product use cases.
Content strategy & design
Our mid-funnel users are in the consideration phase of their journey; they have little awareness of Photoshop's potential, they don't have the product to experiment with, and in-depth descriptions of tools and workflows aren't effective.
With this in mind, I created a new content type that exposed core Photoshop techniques with engaging motion graphics. These animations supported a behind-the-scenes video at the top of each artist page with a direct, concise, and abstracted demo of a core feature.
My designs outperformed their counterparts on the campaign landing page and were leveraged there in phase two. This content approach, nicknamed "mini how-to's," became the standard for future campaigns.
Use case pages walkthrough
Collaborators
Creative directors: AJ Joseph, Doug Beach, Mark Valenta
Studio manager: Elizabeth Dessuge
Art direction & design: Sara O'Dea, Joyce Lam
Mini how-to motion graphics: Very True Story
Campaign hero spot, behind-the-scenes: 72 and Sunny
Studio manager: Elizabeth Dessuge
Art direction & design: Sara O'Dea, Joyce Lam
Mini how-to motion graphics: Very True Story
Campaign hero spot, behind-the-scenes: 72 and Sunny