Adobe: The Creative Class
Challenge
Adobe approached us with the desire to help them shift the perception of the company from a software developer for creative professionals to one that would resonate with a general audience, while also bolstering a sense of pride within the company.
Solution
After conducting extensive interviews with key members of Adobe’s executive team, we proposed a variety of initiatives, finally settling on a short, inspirational video celebrating the fundamental urge for creative expression that premiered to an audience of 5,000 people at their MAX conference, setting the tone for their most important event of the year.
We wrote an uplifting script and partnered with Kyle Cooper’s studio, Prologue, to produce the video. Our concept was to engage a large creative community in the creation of the film–approximately one hundred artists contributed their work, which we supplemented with original animations.
The finished product, The Creative Class, is a fast-paced montage of incredible images assembled around a stirring spoken narrative. It’s a rallying cry to creative people of all stripes and a reminder that creativity powers transformation.
