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”

    5 of 6
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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”

    6 of 6
    Prev Next

    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

GS&P Pride Windows

Client:
Goodby Silverstein & Partners

Truth Sleuths

Client:
Center for Investigative Reporting
  • Brand Identity “Center for Investigative Reporting”

    Brand Identity “Center for Investigative Reporting”

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    The Center for Investigative Reporting is a nonprofit, nonpartisan organization dedicated to high-impact journalism. GSP developed a new brand identity campaign to expand the profile of CIR and emphasize the crucial role investigative reporting plays in protecting democracy.

    The campaign includes a new corporate identity for CIR, a website design, web films and a poster series that will be available on the CIR website as a benefit to paying members who support CIR’s work.

    In some ways, the project is a return to the journalistic roots of GSP co-founders, Rich Silverstein & Jeff Goodby.

    Here's what the media had to say about the campaign:

    For Journalists Who Seek Out Hidden Things, a More Visible Brand
    The New York Times

    Released: October 2013

    Tags:
    San Francisco, Design
  • Center for Investigative Reporting Brand Identity Posters

    2 of 4
    Prev Next

    The Center for Investigative Reporting is a nonprofit, nonpartisan organization dedicated to high-impact journalism. GSP developed a new brand identity campaign to expand the profile of CIR and emphasize the crucial role investigative reporting plays in protecting democracy.

    The campaign includes a new corporate identity for CIR, a website design, web films and a poster series that will be available on the CIR website as a benefit to paying members who support CIR’s work.

    In some ways, the project is a return to the journalistic roots of GSP co-founders, Rich Silverstein & Jeff Goodby.

    Here's what the media had to say about the campaign:

    For Journalists Who Seek Out Hidden Things, a More Visible Brand
    The New York Times

    Released: October 2013

    Tags:
    San Francisco, Design
  • Center for Investigative Reporting Brand Identity Posters

    3 of 4
    Prev Next

    The Center for Investigative Reporting is a nonprofit, nonpartisan organization dedicated to high-impact journalism. GSP developed a new brand identity campaign to expand the profile of CIR and emphasize the crucial role investigative reporting plays in protecting democracy.

    The campaign includes a new corporate identity for CIR, a website design, web films and a poster series that will be available on the CIR website as a benefit to paying members who support CIR’s work.

    In some ways, the project is a return to the journalistic roots of GSP co-founders, Rich Silverstein & Jeff Goodby.

    Here's what the media had to say about the campaign:

    For Journalists Who Seek Out Hidden Things, a More Visible Brand
    The New York Times

    Released: October 2013

    Tags:
    San Francisco, Design
  • Center for Investigative Reporting Brand Identity Posters

    4 of 4
    Prev Next

    The Center for Investigative Reporting is a nonprofit, nonpartisan organization dedicated to high-impact journalism. GSP developed a new brand identity campaign to expand the profile of CIR and emphasize the crucial role investigative reporting plays in protecting democracy.

    The campaign includes a new corporate identity for CIR, a website design, web films and a poster series that will be available on the CIR website as a benefit to paying members who support CIR’s work.

    In some ways, the project is a return to the journalistic roots of GSP co-founders, Rich Silverstein & Jeff Goodby.

    Here's what the media had to say about the campaign:

    For Journalists Who Seek Out Hidden Things, a More Visible Brand
    The New York Times

    Released: November 2013

    Tags:
    San Francisco, Design

Gun Control

Client:
Brady Campaign to Prevent Gun Violence
  • Gun Control

    1 of 3
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    This campaign was developed for the Brady Campaign to End Gun Violence.  It ran widely, despite a miniscule media budget, largely because people found it so obvious in its appeal.  There was a kind of peaceful sanity implied by the absence of so many guns, dramatized by the simple possibility of what history might have been like without so many firearms.  

    Released: February 2017

    Tags:
    San Francisco
  • Gun Control

    2 of 3
    Prev Next

    This campaign was developed for the Brady Campaign to End Gun Violence.  It ran widely, despite a miniscule media budget, largely because people found it so obvious in its appeal.  There was a kind of peaceful sanity implied by the absence of so many guns, dramatized by the simple possibility of what history might have been like without so many firearms.  

    Released: February 2017

    Tags:
    San Francisco
  • Gun Control

    3 of 3
    Prev Next

    This campaign was developed for the Brady Campaign to End Gun Violence.  It ran widely, despite a miniscule media budget, largely because people found it so obvious in its appeal.  There was a kind of peaceful sanity implied by the absence of so many guns, dramatized by the simple possibility of what history might have been like without so many firearms.  

    Released: February 2017

    Tags:
    San Francisco