Erica Larson - Photoshop on iPhone launch

The main objective was to debut Photoshop on iPhone with work targeting the next generation of creative professionals. This Gen-Z audience strongly prefers creating on their mobile devices, so our mission was to get them hooked with resonant visuals while showing them it's easy to make sophisticated designs despite Photoshop's reputation as a powerful-yet-complicated app.

Role: Creative direction, art direction, design, storyboarding

ECD: Laura Kersell
Sr. CD: Mark Valenta
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
Program management: Kelsey Sawyer, Beth Carlson, Mae Quach
Photo contributors: Diane Villadsen, Natalia Seth, Tropico Photo, Karen Santos, Hope Glassel
Video: Keith Black, Alchemy

Core artwork

We collaborated with talented photographers to bring Adobe's new RED brand identity to life with saturated color, dynamic models, and a general sense of lightheartedness. Equally important to brand expression was the utility of these assets for product demos — they were designed to show off the primary workflows that we know and love in Photoshop. Our internal creative team curated collections from these photographers, then designed workhorse assets that show users how much they can do with the new mobile app.

Workflow videos

Key assets were used for quick product demo videos across paid social and PR. Our team storyboarded the most essential app workflows to make them appear as easy and approachable as they are in the app.

Hero video

We had the opportunity to work with Hope Glassel to develop additional art assets that would be featured in a hero video for social, streaming, and broadcast alongside Hope herself.

Full-funnel creative

Our team developed marketing assets for every surface you can think of, from Instagram Stories, to email, and in-app.