Adobe Social

Creative direction of organic and paid social content for Adobe's most innovative products

Project Info

As a creative powerhouse, Adobe has unveiled some of the most innovative products we’ve seen yet. 2023 was the year of AI. With the debut of Adobe’s AI arm, Firefly, our team was tapped to develop content that not only drove awareness, but inspired and educated on what’s possible with the hottest new tools at your fingertips.

Over the last year, we've supported new product launches and features with the most eye-catching social posts and videos to speak directly to the most creative people in business. Our design team became the front line for testing new features, and for shaping the public consciousness of AI as an ally in creative work, evolving awareness of use cases without alienating a core audience of creative professionals.

As Design Director on this account, I led the design and creative direction across 7 different social channels, from the AI-powered Firefly and Adobe Express to the crown jewels of Photoshop and Lightroom. Our creative team of over 8 designers and 3 copywriters supported 10 launches and created over 280 unique assets in one year—expanding our Deutsch portfolio from one single Adobe product to many.

Credits

Agency: Deutsch LA
Client: Adobe
Role: Design Direction, Art Direction, Concepts, Pre-Production, Post-Production
Year: 2023-2024

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Head of Design: Adhemas Batista
Design Directors: Karen Pham, Erin Burrell, Chelsea Chrisman
Associate Creative Director: Katie Stone
Associate Design Directors: Taryn Oshiro-Wachi, Daniel Gold
Designers: Destiny Greisgraber, Jonny Funes, Vanissa Wong, Gina Marchini,
Junior Designers: Carol Lee Diallo, Aimee Toyama
Copywriters: Chloe Puertas, Leo Cvitanovich
Makers: Rishabh Trivedi, Luke Gresback, Philipp Girke, Rohan Francis
Producers: Hannah Wong, Mel Case, Corey Lightner

Strategists: Elizabeth Weinstein, Nico Rud, Jonny Dominguez, Hagop Kourounian

Account: Pamela Lloyd, Margaretta Iselin, Sarah Sabin