Adobe - Everyone Can Photoshop

Photoshop has a stigma for being tough to learn.

Adobe was looking to disspell this notion among a set of creative-adjacent users: these are marketers, social influencers, and communication professionals.

We developed strategy based on key features and effects that would garner interest among the savvy communicator set and pull market share from CCX and Canva.

The key creative, ‘Everyone Can Photoshop’ targeted the key demo, letting them know the power of the software is well within their reach.

I developed a framework for copy that we could pressure test each concept against.

By following the [human expression] with [Photoshop feature] structure, we kept creative and linguistic cohesion that could scale from one deliverable to many.

Here are some samples for each feature we workshopped before landing on final concepts.

In keeping with the DIY nature of the campaign, we built a set of animated clips that demonstrate how simple it is to generate the key art in Photoshop.

Director: Jonathan Notaro
Creative Director: Jeff Welk
VFX Supervisor: Blake Huber
Animation Director: Gerald Mark Soto
Designers: Abigail Goh, Claire Kho, Jelly Wei, Lia Kim,
Meg Hunt, Sebastien Camden, Yi Kuo
2D Animator: Anthony Kim, Seong Yeop Sim
3D Animator: Jaewoo Park, Michael Costabile
Copywriter: Dave Muhlenfeld
Storyboard: Tony Chow Hsieh
Photo Retoucher: Jim Lind
Nuke Compositor: Sung Eun Moon
Flame Operator: Tamir Sapir, John Budion
Editor: Ryan Rigley
Assistant Editor: Andrew Polich, Tyler Byrnes
Colorist: Rare Medium
CCO: Jonathan Notaro
Managing Partner: Devin Brook
Executive Producer: Johnna MacArthur
Producer: Joshua Syx
Music Supervisor: Kyle McKeveny
Audio Mixer: One Thousand Birds