I Am The New Creative

Client:
Adobe
  • New Creatives Case Study

    New Creatives Case Study

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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 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. 

    Released: April 2014

    Tags:
    San Francisco, Adobe, Film, Print, Integrated, Social, Design
  • Web Film: “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 Davis, Dylan Roscover, Anita Fontaine, Jeremy Fish and Alejandro Chavetta. Additional artwork was also crowdsourced from Behance, an online platform that showcases photography, graphic design, illustration and fashion.

    Released: September 2013

    Tags:
    San Francisco, Adobe, Film, Print, Integrated, Social, Design
  • “I Am The New Creative” Behind-The-Scenes

    “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.

    Released: October 2013

    Tags:
    San Francisco, Adobe, Film, Print, Integrated, Social, Design
  • Print: “Eric Kallman” & “Jeff Benjamin”

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    If you attended the 2014 Cannes Lions International Festival of Creativity, you saw some of the world’s most awarded and respected advertising illuminati featured in Adobe’s “New Creatives” campaign.

    The print work used the faces of six of the industry’s most respected professionals as palimpsests for collaborations with up-and-coming artists within the Adobe Behance community. Each creative professional partnered with an emerging artist to conjure up a design that reflected both the professional’s most famous ad campaigns and their unique personalities. The professionals’ faces were then painted white, and the designs were projected onto them.

    Tags:
    San Francisco, Adobe, Film, Print, Integrated, Social, Design
  • Print: “Alex Trochut” & “Fernanda Romano”

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    If you attended the 2014 Cannes Lions International Festival of Creativity, you saw some of the world’s most awarded and respected advertising illuminati featured in Adobe's “New Creatives” campaign.

    The print work used the faces of six of the industry’s most respected professionals as palimpsests for collaborations with up-and-coming artists within the Adobe Behance community. Each creative professional partnered with an emerging artist to conjure up a design that reflected both the professional’s most famous ad campaigns and their unique personalities. The professionals’ faces were then painted white, and the designs were projected onto them.

    The esteemed creatives included Jeff Benjamin (J. Walter Thompson), PJ Pereira (Pereira & O’Dell), Eric Kallman (Goodby Silverstein & Partners), Fernanda Romano (Naked), Mick Ebeling (Not Impossible Labs) and Alex Trochut. Collectively, the group has won over 110 Cannes Lions and 14 Grand Prix.

    The creative partnerships include the following:

    * Jeff Benjamin working with Vault49 to turn his face into the “subservient chicken” he made famous for Burger King

    * Mike Ebeling also worked with Vault49 to interpret his open-source invention that allows paralyzed artists to create art through eye movement

    * Eric Kallman joining Adhemas Batista to re-create Kallman’s work for Pizza Hut, Skittles and the mega-successful Old Spice campaign

    * PJ Pereira and Doug Alves paying homage to Pereira’s latest book, Gods of Both Worlds (about Brazilian folklore), by projecting a traditional Brazilian deity mask

    * Fernanda Romano teaming up with Yema Yema to showcase Romano’s vivacious personality through design

    * Designer Alex Trochut created his own design

    The ads ran in the official Cannes welcome booklet, in the Lions Daily News, on distributed posters and fliers, on out-of-home LED screens along the Promenade de la Croisette, through online social content, inside the Palais entrance and at the Adobe welcome party.

    Tags:
    San Francisco, Adobe, Film, Print, Integrated, Social, Design
  • Print: “PJ Pereira” & “Mick Ebling”

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    If you attended the 2014 Cannes Lions International Festival of Creativity, you saw some of the world’s most awarded and respected advertising illuminati featured in Adobe's “New Creatives” campaign.

    The print work used the faces of six of the industry’s most respected professionals as palimpsests for collaborations with up-and-coming artists within the Adobe Behance community. Each creative professional partnered with an emerging artist to conjure up a design that reflected both the professional’s most famous ad campaigns and their unique personalities. The professionals’ faces were then painted white, and the designs were projected onto them.

    The esteemed creatives included Jeff Benjamin (J. Walter Thompson), PJ Pereira (Pereira & O’Dell), Eric Kallman (Goodby Silverstein & Partners), Fernanda Romano (Naked), Mick Ebeling (Not Impossible Labs) and Alex Trochut. Collectively, the group has won over 110 Cannes Lions and 14 Grand Prix.

    The creative partnerships include the following:

    * Jeff Benjamin working with Vault49 to turn his face into the “subservient chicken” he made famous for Burger King

    * Mike Ebeling also worked with Vault49 to interpret his open-source invention that allows paralyzed artists to create art through eye movement

    * Eric Kallman joining Adhemas Batista to re-create Kallman’s work for Pizza Hut, Skittles and the mega-successful Old Spice campaign

    * PJ Pereira and Doug Alves paying homage to Pereira’s latest book, Gods of Both Worlds (about Brazilian folklore), by projecting a traditional Brazilian deity mask

    * Fernanda Romano teaming up with Yema Yema to showcase Romano’s vivacious personality through design

    * Designer Alex Trochut created his own design

    The ads ran in the official Cannes welcome booklet, in the Lions Daily News, on distributed posters and fliers, on out-of-home LED screens along the Promenade de la Croisette, through online social content, inside the Palais entrance and at the Adobe welcome party.

    Tags:
    San Francisco, Adobe, Film, Print, Integrated, Social, Design

Paperwork Rage

Client:
Adobe
  • No matter how far into the future we go, businesses still haven’t managed to get rid of paperwork. Fax machines are still beeping; filing cabinets are still full; and forms are still being filled out by hand.

    When Adobe researched paperwork’s effect on business today, they discovered two important insights. The first was that employees felt that they were powerless to stop it, that paperwork and all its inefficiencies were inevitable and never going away. And the second? Paperwork makes employees really, really angry.

    So we wanted to show employees rising up and saying, “We’re not going to take it anymore.”

    Paperwork as we know it is over. We don’t have to suffer anymore.  

    Released: April 2015

    Tags:
    San Francisco, Adobe, Print

#IAmAWitness

Client:
AdCouncil
  • I Am A Witness

    I Am A Witness

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    If a witness speaks up when they see bullying, 60 percent of the time that bullying stops within 10 seconds. So we created a tool to stop bullying: an emoji. 

    The emoji, which is now on every iPhone and Android phone, is a way of combating not just bullying but also any apprehensiveness about stepping in that witnesses may be feeling. A symbol can be a universal message: “I don’t stand for this.” And it can be accessed with the touch of a finger.

    Released: October 2015

    Tags:
    San Francisco, AdCouncil, Print, Integrated, Mobile, Social, Design
  • Manifesto

    Manifesto

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    If a witness speaks up when they see bullying, 60 percent of the time that bullying stops within 10 seconds. So we created a tool to stop bullying: an emoji. 

    The emoji, which is now on every iPhone and Android phone, is a way of combating not just bullying but also any apprehensiveness about stepping in that witnesses may be feeling. A symbol can be a universal message: “I don’t stand for this.” And it can be accessed with the touch of a finger.

    Released: October 2015

    Tags:
    San Francisco, AdCouncil, Print, Integrated, Mobile, Social, Design

Food Loves Milk

Client:
California Milk Processors Board
  • “Sweet Loves Milk”

    “Sweet Loves Milk”

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    It’s hard for milk to compete with crazy fizzy sodas and neon-colored sports drinks. 

    That is, until you get out a plate of cookies. Who could have a warm chocolate chip cookie without milk? Savages, that’s who. 

    We needed to remind people that milk makes everything taste better. 

    Our campaign celebrated different flavor profiles through loud, beautiful pieces of food porn. We pleased ears, too, with a never-licensed-before track from Flight of the Conchords

    And yes, everyone involved in the making of this campaign put on a lot of weight.

    Released: September 2015

    Tags:
    San Francisco, California Milk Processors Board, Interactive, Film, Print, Integrated, Outdoor, Experiential, Social
  • "Spicy Loves Milk"

    "Spicy Loves Milk"

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    It’s hard for milk to compete with crazy fizzy sodas and neon-colored sports drinks. 

    That is, until you get out a plate of cookies. Who could have a warm chocolate chip cookie without milk? Savages, that’s who. 

    We needed to remind people that milk makes everything taste better. 

    Our campaign celebrated different flavor profiles through loud, beautiful pieces of food porn. We pleased ears, too, with a never-licensed-before track from Flight of the Conchords

    And yes, everyone involved in the making of this campaign put on a lot of weight.

    Released: September 2015

    Tags:
    San Francisco, California Milk Processors Board, Interactive, Film, Print, Integrated, Outdoor, Experiential, Social