hovering art director

Brief

Raise awareness and launch Adobe Stock, an integrated tool inside Adobe CC where users can quickly search and license high-quality assets without leaving the program.

Insight

Creative professionals are under a lot of pressure to get things done more quickly while taking into account the opinion of more and more people.

Strategy

Create the ultimate product demonstration with the most relatable character and stressful working circumstances many designers find themselves in each and everyday.

Idea

Keep up with Hovering Art Directors with Adobe Stock. We created a range of executions in various media for the fully integrated campaign — that featured ‘The Hovering Art Director’ and Adobe Stock product demonstrations.

Campaign

The campaign was introduced with a film, followed up with webinars and tutorials showing designers what Adobe Stock can do in real time. After the word got out we continued with an online activation where people could win the ultimate designer toy: The Talking Hovering Art Director Action Figure.

Results

4855 contest meme entries, 3 regional adaptations, 121 relevant press articles, 425k landing page visits, 170k external engagements, 18.5 minute completed video views, and 100% positive sentiment.

Awards & Featured: Creativity OnlineAdweek, The Drum, Adformatie, Creative Bloq, & Creative Boom

BRANDED CONTENT

POSTER DESIGN, TIME LAPSE, & WEBINAR

ACTION FIGURE PROMO FILM

DIRECT MAIL PACKAGING DESIGN

SOCIAL CONTEST

My Role

Concept

I came up with the overarching concept for the Hovering Art Director on which we based the entire campaign.

Films

I was part of the team of three that oversaw and wrote the scripts for each of the films. I selected the director and as this production didn’t have a big budget it was quite a hands on experience as I personally oversaw the overall film style, set design of shooting location, and each actors costumes were arranged by myself.


Art Direction

I collaborated with the design studio to create the final artwork using only Adobe Stock photos. The poster was used in the branded content films, time lapse, and webinar.