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I Am The New Creative

Client:
Adobe
  • I Am the New Creative

    Web Film: “I Am the New Creative”

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    Creatives today do a little bit of everything, from illustration to filmmaking to web design. This film celebrates how all these different disciplines are coming together. 

    In it, a series of artists are shown with their work projected across their faces. Artists who appear include Joshua DavisDylan RoscoverAnita FontaineJeremy Fish and Alejandro Chavetta. Additional artwork was also crowd-sourced from Behance, an online platform that showcases photography, graphic design, illustration and fashion.

    Adobe Salutes The New Creative With Artists Wearing Their Work (Pick of the Day)
    Creativity-Online 

    Adobe Shows You the Colorful, Weird, Scary, Brilliant Faces of 'The New Creatives'
    Adweek

    GSP & Adobe Celebrates The 'New Creative'
    LBB Online

    I Am The New Creative by Adobe
    The Inspiration Room

    I am the new creative – from Goodby Silverstein
    SF Egotist

    I am the new Creative by Adobe Studio
    inspirefest

    Adobe Creative Cloud - "I Am the New Creative" - Goodby Silverstein & Partners
    Adforum

    Link:
    Read more about this spot
    Release date:
    September 2013
    Tags:
    Film, San Francisco, Adobe
  • Web Film: “I Am the New Creative” Behind-The-Scenes

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    When Adobe replaced their popular creative software with the subscription-based Creative Cloud, they were launching an entirely new way of using their product.

    So we decided to launch an entirely new type of customer.

    Today’s creatives aren’t just one thing; they are multidisciplinary artists. We needed to show what is possible now that all of Adobe’s tools are bundled together.

    To win them over, we put our customers at the center of an integrated campaign, projecting their crowdsourced self-portraits onto their faces and thereby showing art and artist together.

    * An online spot declared, “I Am the New Creative,” and contained embedded links that connected directly to the featured artist’s portfolio.

    * Posters were distributed to featured artists.

    * The website iamthenewcreative.com encouraged artists to submit portraits and become part of the campaign.

    * Adobe donated its global social media network to showcase the New Creatives’ work to more than 16 million potential viewers online.

    By putting creatives at the center, we dramatically increased visits to artists’ portfolios. Positive sentiment toward Adobe Creative Cloud increased on social media. And the creative themselves became our best and most effective ambassadors of a new way of working. 

    Release date:
    October 2013
    Tags:
    Film, San Francisco, Adobe
  • Case Study: “The New Creatives”

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    Prev Next

    When Adobe replaced their popular creative software with the subscription-based Creative Cloud, they were launching an entirely new way of using their product.

    So we decided to launch an entirely new type of customer.

    Today’s creatives aren’t just one thing; they are multidisciplinary artists. We needed to show what is possible now that all of Adobe’s tools are bundled together.

    To win them over, we put our customers at the center of an integrated campaign, projecting their crowdsourced self-portraits onto their faces and thereby showing art and artist together.

    * An online spot declared, “I Am the New Creative,” and contained embedded links that connected directly to the featured artist’s portfolio.

    * Posters were distributed to featured artists.

    * The website iamthenewcreative.com encouraged artists to submit portraits and become part of the campaign.

    * Adobe donated its global social media network to showcase the New Creatives’ work to more than 16 million potential viewers online.

    By putting creatives at the center, we dramatically increased visits to artists’ portfolios. Positive sentiment toward Adobe Creative Cloud increased on social media. And the creative themselves became our best and most effective ambassadors of a new way of working. 

    Release date:
    April 2014
    Tags:
    Case Study, San Francisco, Adobe

Adobe Celebrates “The New Creatives”

September 17, 2013
  • Adobe Celebrates “The New Creatives”

    GSP released a new commercial today for Adobe called “I Am the New Creative” in conjunction with Adobe’s announcing it has surpassed one million subscriptions to Adobe’s Creative Cloud. The spot is the first work for Adobe’s new campaign celebrating what they have dubbed “the new creatives.” More work from the campaign will roll out in the months ahead.

    “Creatives today do a little bit of everything, from illustration to filmmaking to web design,” said GSP associate creative director Will Elliott. “We wanted the spot to celebrate how all these different disciplines are coming together.”

    In the spot a series of artists is shown with their work projected across their faces. Artists who appear include Joshua Davis, Dylan Roscover, Anita Fontaine, Jeremy Fish and Alejandro Chavetta. Additional artwork was also crowd-sourced from Behance, an online platform that showcases photography, graphic design, illustration and fashion.

    “Default” by Django Django is the soundtrack.

    With Adobe’s Creative Cloud, creative professionals have access to the world’s best tools, including Photoshop, Illustrator, InDesign, Dreamweaver and many more, in addition to a network of other professionals to share projects, get feedback and showcase their work. 

    Link:
    Behind-The-Scenes Photos
    Tags:
    News, San Francisco, Adobe

Magic seashells for everyone

Client:
TD Ameritrade
  • Magic seashells for everyone

    TV Spot: "Shell"

    You know the old saying, “Everyone loves a product demo commercial,” right? No? You don’t? Well, we’re not surprised because it’s not a saying. Because no one loves a product demo commercial.

    Unfortunately, TV is full of them. And the financial trading category is among the worst offenders, marching out a cavalcade of mind-numbing charts and graphs to hawk their latest trading-platform gadgets and gewgaws.

    TD Ameritrade's new Trader campaign takes a different tack, using humor to showcase the company’s powerful trading tools.

    “Shell”, the campaign launch spot, tells the story of a trader who discovers a magic seashell. When the trader listens to it, he hears what's trading on the stock market floor in real-time. He uses the magic shell to play the market, and soon word of his success gets out. He becomes famous. That is, until our trader realizes TD Ameritrade’s thinkorswim platform has the exact same feature, which turns out to be bad news for the shell.

    The brand will roll out more creative work in promoting the thinkorswim platform and Mobile Trader app in the months ahead.

    Release date:
    October 2013
    Tags:
    Work, Film, San Francisco, TD Ameritrade