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

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

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

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

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

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

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

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

When a piece of artwork really inspires you, sometimes you just want to jump inside it and wander around. And now you can. 

“Dreams of Dalí” takes us inside the mind of the legendary surrealist Salvador Dalí by transporting us into one of his early paintings, Archeological Reminiscence of Millet’s “Angelus” (1935). Just put on the virtual-reality headset, and you’ll be able to move around inside the painting in a fully immersive 3-D environment. You’ll look beyond what was depicted in the original frame and even hear Dali’s possible thoughts as he was imagining his surreal world. 

“We are excited that our partnership with the Dalí Museum has allowed us an opportunity to explore a new way to look at art,” remarked GS&P co-founder Jeff Goodby. “Dalí was a true visionary, and no other artist would be a better fit for this project.”

“Dreams of Dalí” will be open to the public at the Dalí Museum in St. Petersburg, Florida. A 360-degree-video version of the experience, involving simpler VR gadgets like Google Cardboard or Samsung Gear VR, is also available at dreamsofdali.org. 

Released: January 2016

Tags:

San Francisco, The Dalí Museum, Interactive, Film, Integrated, Mobile, Experiential

One in 5 women and 1 in 16 men will be sexually assaulted at college.

Those are the horrifying statistics that inspired us to create the “Unacceptable Acceptance Letters” campaign, timed around the month of April, which is Sexual Assault Awareness Month and also the time when acceptance letters go out to incoming freshmen. 

To share the stories of sexual violence survivors, we created mock acceptance letters from colleges that include details about actual assaults students should plan on being subjected to.

The inaugural letter appeared with a print-ad buy in the Harvard Crimson timed around the college’s admitted-students weekend. A letter also ran in USA TODAY from Wagatwe Wanjuki, one of the many sexual-assault survivors who stood beside Lady Gaga as she sang the theme song to the documentary The Hunting Ground, “Til It Happens to You,” at the 2016 Oscars. 

The online films we created capture the moment when college students open their acceptance letters. Leaning into the popular phenomena of today’s teens posting acceptance videos on social media, GS&P and directors Ben and Alex Brewer re-created the viral sensation of college-acceptance-letter videos but with a very dark twist to stress the severity of the sexual-assault epidemic. As the excited new students begin to read their letters aloud, we’re presented with facts from assaults that took place at these colleges, woven into the copy. The spots were shot on iPhones to make them as authentic as possible.

In partnership with Ultraviolet, the campaign extended to social media, inviting people to join the movement by sharing the online films and acceptance letters using the hashtag #DontAcceptRape. The goal was to gain more signatures supporting survivors and to hold hundreds of colleges accountable for behavior that is unacceptable.

Released: April 2016

Tags:

San Francisco, The Hunting Ground, Integrated, Social

One in 5 women and 1 in 16 men will be sexually assaulted at college.

Those are the horrifying statistics that inspired us to create the “Unacceptable Acceptance Letters” campaign, timed around the month of April, which is Sexual Assault Awareness Month and also the time when acceptance letters go out to incoming freshmen. 

To share the stories of sexual violence survivors, we created mock acceptance letters from colleges that include details about actual assaults students should plan on being subjected to.

The inaugural letter appeared with a print-ad buy in the Harvard Crimson timed around the college’s admitted-students weekend. A letter also ran in USA TODAY from Wagatwe Wanjuki, one of the many sexual-assault survivors who stood beside Lady Gaga as she sang the theme song to the documentary The Hunting Ground, “Til It Happens to You,” at the 2016 Oscars. 

The online films we created capture the moment when college students open their acceptance letters. Leaning into the popular phenomena of today’s teens posting acceptance videos on social media, GS&P and directors Ben and Alex Brewer re-created the viral sensation of college-acceptance-letter videos but with a very dark twist to stress the severity of the sexual-assault epidemic. As the excited new students begin to read their letters aloud, we’re presented with facts from assaults that took place at these colleges, woven into the copy. The spots were shot on iPhones to make them as authentic as possible.

In partnership with Ultraviolet, the campaign extended to social media, inviting people to join the movement by sharing the online films and acceptance letters using the hashtag #DontAcceptRape. The goal was to gain more signatures supporting survivors and to hold hundreds of colleges accountable for behavior that is unacceptable.

Released: April 2016

Tags:

San Francisco, The Hunting Ground, Integrated, Social

One in 5 women and 1 in 16 men will be sexually assaulted at college.

Those are the horrifying statistics that inspired us to create the “Unacceptable Acceptance Letters” campaign, timed around the month of April, which is Sexual Assault Awareness Month and also the time when acceptance letters go out to incoming freshmen. 

To share the stories of sexual violence survivors, we created mock acceptance letters from colleges that include details about actual assaults students should plan on being subjected to.

The inaugural letter appeared with a print-ad buy in the Harvard Crimson timed around the college’s admitted-students weekend. A letter also ran in USA TODAY from Wagatwe Wanjuki, one of the many sexual-assault survivors who stood beside Lady Gaga as she sang the theme song to the documentary The Hunting Ground, “Til It Happens to You,” at the 2016 Oscars. 

The online films we created capture the moment when college students open their acceptance letters. Leaning into the popular phenomena of today’s teens posting acceptance videos on social media, GS&P and directors Ben and Alex Brewer re-created the viral sensation of college-acceptance-letter videos but with a very dark twist to stress the severity of the sexual-assault epidemic. As the excited new students begin to read their letters aloud, we’re presented with facts from assaults that took place at these colleges, woven into the copy. The spots were shot on iPhones to make them as authentic as possible.

In partnership with Ultraviolet, the campaign extended to social media, inviting people to join the movement by sharing the online films and acceptance letters using the hashtag #DontAcceptRape. The goal was to gain more signatures supporting survivors and to hold hundreds of colleges accountable for behavior that is unacceptable.

Released: April 2016

Tags:

San Francisco, The Hunting Ground, Integrated, Social

One in 5 women and 1 in 16 men will be sexually assaulted at college.

Those are the horrifying statistics that inspired us to create the “Unacceptable Acceptance Letters” campaign, timed around the month of April, which is Sexual Assault Awareness Month and also the time when acceptance letters go out to incoming freshmen. 

To share the stories of sexual violence survivors, we created mock acceptance letters from colleges that include details about actual assaults students should plan on being subjected to.

The inaugural letter appeared with a print-ad buy in the Harvard Crimson timed around the college’s admitted-students weekend. A letter also ran in USA TODAY from Wagatwe Wanjuki, one of the many sexual-assault survivors who stood beside Lady Gaga as she sang the theme song to the documentary The Hunting Ground, “Til It Happens to You,” at the 2016 Oscars. 

The online films we created capture the moment when college students open their acceptance letters. Leaning into the popular phenomena of today’s teens posting acceptance videos on social media, GS&P and directors Ben and Alex Brewer re-created the viral sensation of college-acceptance-letter videos but with a very dark twist to stress the severity of the sexual-assault epidemic. As the excited new students begin to read their letters aloud, we’re presented with facts from assaults that took place at these colleges, woven into the copy. The spots were shot on iPhones to make them as authentic as possible.

In partnership with Ultraviolet, the campaign extended to social media, inviting people to join the movement by sharing the online films and acceptance letters using the hashtag #DontAcceptRape. The goal was to gain more signatures supporting survivors and to hold hundreds of colleges accountable for behavior that is unacceptable.

Released: April 2016

Tags:

San Francisco, The Hunting Ground, Integrated, Social

One in 5 women and 1 in 16 men will be sexually assaulted at college.

Those are the horrifying statistics that inspired us to create the “Unacceptable Acceptance Letters” campaign, timed around the month of April, which is Sexual Assault Awareness Month and also the time when acceptance letters go out to incoming freshmen. 

To share the stories of sexual violence survivors, we created mock acceptance letters from colleges that include details about actual assaults students should plan on being subjected to.

The inaugural letter appeared with a print-ad buy in the Harvard Crimson timed around the college’s admitted-students weekend. A letter also ran in USA TODAY from Wagatwe Wanjuki, one of the many sexual-assault survivors who stood beside Lady Gaga as she sang the theme song to the documentary The Hunting Ground, “Til It Happens to You,” at the 2016 Oscars. 

The online films we created capture the moment when college students open their acceptance letters. Leaning into the popular phenomena of today’s teens posting acceptance videos on social media, GS&P and directors Ben and Alex Brewer re-created the viral sensation of college-acceptance-letter videos but with a very dark twist to stress the severity of the sexual-assault epidemic. As the excited new students begin to read their letters aloud, we’re presented with facts from assaults that took place at these colleges, woven into the copy. The spots were shot on iPhones to make them as authentic as possible.

In partnership with Ultraviolet, the campaign extended to social media, inviting people to join the movement by sharing the online films and acceptance letters using the hashtag #DontAcceptRape. The goal was to gain more signatures supporting survivors and to hold hundreds of colleges accountable for behavior that is unacceptable.

Released: April 2016

Tags:

San Francisco, The Hunting Ground, Integrated, Social

One in 5 women and 1 in 16 men will be sexually assaulted at college.

Those are the horrifying statistics that inspired us to create the “Unacceptable Acceptance Letters” campaign, timed around the month of April, which is Sexual Assault Awareness Month and also the time when acceptance letters go out to incoming freshmen. 

To share the stories of sexual violence survivors, we created mock acceptance letters from colleges that include details about actual assaults students should plan on being subjected to.

The inaugural letter appeared with a print-ad buy in the Harvard Crimson timed around the college’s admitted-students weekend. A letter also ran in USA TODAY from Wagatwe Wanjuki, one of the many sexual-assault survivors who stood beside Lady Gaga as she sang the theme song to the documentary The Hunting Ground, “Til It Happens to You,” at the 2016 Oscars. 

The online films we created capture the moment when college students open their acceptance letters. Leaning into the popular phenomena of today’s teens posting acceptance videos on social media, GS&P and directors Ben and Alex Brewer re-created the viral sensation of college-acceptance-letter videos but with a very dark twist to stress the severity of the sexual-assault epidemic. As the excited new students begin to read their letters aloud, we’re presented with facts from assaults that took place at these colleges, woven into the copy. The spots were shot on iPhones to make them as authentic as possible.

In partnership with Ultraviolet, the campaign extended to social media, inviting people to join the movement by sharing the online films and acceptance letters using the hashtag #DontAcceptRape. The goal was to gain more signatures supporting survivors and to hold hundreds of colleges accountable for behavior that is unacceptable.

Released: April 2016

Tags:

San Francisco, The Hunting Ground, Integrated, Social

One in 5 women and 1 in 16 men will be sexually assaulted at college.

Those are the horrifying statistics that inspired us to create the “Unacceptable Acceptance Letters” campaign, timed around the month of April, which is Sexual Assault Awareness Month and also the time when acceptance letters go out to incoming freshmen. 

To share the stories of sexual violence survivors, we created mock acceptance letters from colleges that include details about actual assaults students should plan on being subjected to.

The inaugural letter appeared with a print-ad buy in the Harvard Crimson timed around the college’s admitted-students weekend. A letter also ran in USA TODAY from Wagatwe Wanjuki, one of the many sexual-assault survivors who stood beside Lady Gaga as she sang the theme song to the documentary The Hunting Ground, “Til It Happens to You,” at the 2016 Oscars. 

The online films we created capture the moment when college students open their acceptance letters. Leaning into the popular phenomena of today’s teens posting acceptance videos on social media, GS&P and directors Ben and Alex Brewer re-created the viral sensation of college-acceptance-letter videos but with a very dark twist to stress the severity of the sexual-assault epidemic. As the excited new students begin to read their letters aloud, we’re presented with facts from assaults that took place at these colleges, woven into the copy. The spots were shot on iPhones to make them as authentic as possible.

In partnership with Ultraviolet, the campaign extended to social media, inviting people to join the movement by sharing the online films and acceptance letters using the hashtag #DontAcceptRape. The goal was to gain more signatures supporting survivors and to hold hundreds of colleges accountable for behavior that is unacceptable.

Released: April 2016

Tags:

San Francisco, The Hunting Ground, Integrated, Social