Defy with Adobe
A campaign for Adobe to stop the endless cycle of creators being defined by an algorithm.
My Role
Strategy
Art Direction
UI Design
Tools
Photoshop, Figma
Premiere, After Effects
Challenge
Make Adobe mean something to Gen Z creatives so that it is their go-to tool for expressing themselves and making their voice heard (with an emphasis on Adobe Express and Photoshop).
Solution
Gen Z is sick of how social media is now but they still rely on it to create the career paths they want. For both consumers and creators, social media is frustrating because of how the “algorithm” controls the narrative rather than the people. The Defy with Adobe campaign wants Gen Z to use Adobe to make the cultural landscape a place they want to be, as well as to reach their personal goals.
Posters
Experiential
Making connections in real life
Even if most of life seems to be happening online, we want to bring things back to where it actually matters: making connections with people in real life. The Adobe Flea Market will break the constraints of the algorithm and give creators, makers, and doers the chance to share their craft with people instead of a screen.
Replace the algorithm
Adobe challenges Gen Z to replace the algorithm
and tag Adobe in the comment sections of their
favorite creators.
Support them in person
Creators with the most tags will be featured not only on Adobe’s social media accounts but at the Adobe Flea Market to encourage fans to come and support them in person.
Takeaway
Throughout this project I was able to exercise my abilities in conceptual thinking and explore how Gen Z can feel more in control of their digital landscape.
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