Client:

Adobe/Brandathon

Contribution:

Creative Direction, Copywriting, Launch Tagline

When it comes to creative tools, few names are bigger than Adobe. But where does the brand used to build so many brands go for their own launch campaign? In a bold move, Adobe partnered with Brandathon. Over just one weekend four creative teams entered into a branding blitz, competing around-the-clock to generate a fresh go-to-market for Adobe’s latest offering, an AI powered collaborative moldboard tool known only as Firefly Boards.

Empowered with a beta version, my humble team of three went through 3 rounds of revisions with both client and guest judges representing some of New York’s top creative agencies. While early feedback had us seemed to have us scrambling to catch up with our peers, in the end I’m proud to say we won the day.

After a long weekend with little sleep and a lot of pizza, we pitched our idea to our fellow competitors, Adobe’s top marketers, and the videographers capturing the event. While other teams spun their wheels ideating admirable, but off-brief executions, we honed in on the heart of the product. The judges praised not only our deliverables, but our ability to really engage with feedback, go back to the drawing board, and come back with the goods.

As a creative, I firmly believe it is our job to not only deliver what the client wants, but what they need. But we all know that when the client isn’t happy, nobody is. I’m glad to say Adobe was so pleased with our presentation, they quickly adopted our creative for use in their official launch materials to be shared with millions of customers around the world.

Shout out to my teammates, tapped-in strategist Meagan Dexter and the inspired designer Aarman Roy.