Adobe, 2024-2025 - Creative direction, design, storyboarding
Summary
Adobe is continuously enhancing its flagship apps with new features that give creative professionals more power to express themselves. My team's job was to convey the latest and greatest for Photoshop with on-brand creative that spoke to our core audiences.
We designed key art and motion graphics to support Adobe.com, in-app surfaces, and on-stage events and delivered a marketing package for social and PR activities.
Role: Creative direction, art direction, design, storyboarding
ECD: Laura Kersell
CD: E Larson, Mark Valenta, Nancy Lee
ACD Art: Sheila Vu, Kathleen Martin
ACD Copy: G Gabel
Creative support: Liss Lopez, Ryan Fleming, Jim Gibbons
Photo contributors: Diane Villadsen, Natalia Seth, Tropico Photo, Karen Santos
Video: Keith Black, Anthony Enos, Susan Brennan, Skycar Creative, Very True Story
Program management: Kelsey Sawyer, Beth Carlson, Mae Quach
ECD: Laura Kersell
CD: E Larson, Mark Valenta, Nancy Lee
ACD Art: Sheila Vu, Kathleen Martin
ACD Copy: G Gabel
Creative support: Liss Lopez, Ryan Fleming, Jim Gibbons
Photo contributors: Diane Villadsen, Natalia Seth, Tropico Photo, Karen Santos
Video: Keith Black, Anthony Enos, Susan Brennan, Skycar Creative, Very True Story
Program management: Kelsey Sawyer, Beth Carlson, Mae Quach
Designs by Kathleen Martin, Liss Lopez, and Shiela Vu
MAX October 2024
Enhancements to Generative Fill, easy distraction removal, Generative Expand, and more became available in this release for a total of five new features.
Hero art by Sheila Vu, motion graphics by Anthony Enos
MAX London, April 2024
This release was focused on generative AI. Given that this involved emergent technology, there was endless trial and error as we learned how to get results that would pay off on the feature promises. The team rallied around capturing the detail and the magic that is possible in Photoshop and ultimately delivered a suite of imagery that drove adoption of these new features.
Original portal concept by G Gabel
The most challenging asset in the suite was our hero. The team pushed the limits of Generative Image and their imaginations before we found our direction. On the journey toward our hero artwork, we created dozens of iterations on our final direction: a path through a portal.
While in the depths of an AI dream (or fugue state), we also developed demo art for the rest of the features, which included Generate Similar, Generate Background, and Reference Image. The video team brought the assets to life in a sizzle video for social and translated the design team's storyboards into short demos for feature-forward web experiences.
Etc.
Between major releases, there are smaller launches throughout the year that also require compelling art and motion. These assets still make their way across the Internet, into inboxes, and even onto the MAX Keynote where they fit right in with the Adobe brand at large.
