Creative Direction • Creative Strategy • Team Leadership • Brand & Campaign Strategy • Art Direction & Design • Global Integrated Campaigns • Photography & Film
Creative Direction • Creative Strategy • Team Leadership • Brand & Campaign Strategy • Art Direction & Design • Global Integrated Campaigns • Photography & Film
Adobe Premiere on Android
The launch strategy was to make powerful mobile apps feel less technical and more relevant to how social creators actually create. The campaign put people, not features, at the center, using creator stories and visual “aha” moments to show what was possible and inspire others to make something of their own.
Making Lightroom the Everyday Photo Editing App
Campaign Strategy
Lightroom on mobile was an opportunity to reshape how people saw the brand. The focus was to move Lightroom beyond its reputation as a tool for professional photographers and make it the everyday photo editing app for anyone who loves taking pictures. The creative made powerful photo editing feel simple and relevant.
Campaign
Summer with Lightroom followed a group of friends on a road trip, capturing everyday moments on their phones and editing them along the way in Lightroom.
The story brought features like Generative Remove, Lens Blur, and Quick Actions into real life, showing how easy it could be to make everyday photos feel more special.
Lightroom Sliders
We wanted to show, in the simplest way, how Lightroom could make everyday photos better. Before and afters made the transformation feel quick and fun, while diverse mobile-shot photography and conversational copy kept the campaign fresh and relatable.
Evergreen Campaign
At Adobe MAX, Firefly launched new image and video models along with Firefly Boards, a new space for creative collaboration. The work showed how these tools could open up new ways to create, explore, and work together.
Brand Refresh:
Creative Cloud for Teams
The refresh introduced a new brand identity kit that made Creative Cloud for Teams feel more colorful, playful, and distinctly creative. Typography, photography, illustration, and product UI came together as one system, bringing key work features to life and creating a more cohesive end to end experience.
Product Launch
Premiere on iPhone launched to give a new generation of creators an intuitive way to make professional quality video directly from their phones.
The campaign introduced the product through App Store, film, social, paid media, onboarding, and growth marketing. In its first month, the launch drove 1.3M downloads, reached 88.5K returning weekly active users, and earned a 4.7 App Store rating.
Premiere on iPhone
Campaign
Everyone Can. Photoshop.
The campaign made Photoshop feel more approachable and inspiring for a new generation of creators. It brought key features to life through bold imagery and storytelling across connected TV, social, paid media, email, and more.
Product Launch Campaign
Illustrator on iPad
The launch campaign used a playful, colorful visual world to bring the app to life and celebrate what creators could make with it. It became the #1 free app and reached 1.5M downloads in its first month.
TV Commercial