In 2020, Adobe brought their largest creative conference, Adobe MAX, online and made the event free to everyone, fulfilling their brand promise of “Creativity for All.” They asked us to help promote MAX, with the goal of maximizing attendance.
The brand wanted to promote an event to young creatives, but at the time, that was the last thing the audience cared about. This was in the middle of the COVID-related economic fall out and the creative community was hit hard by layoffs. They didn’t want ads, they needed work. Luckily, we had jobs.
We shifted the campaign to focus on giving paid jobs to creatives in need. If we wanted creativity for all, we needed creativity from all.