Adobe Social
Over the past three years, I have had the privilege of directing, designing, and leading content creation teams for Adobe's social media channels, such as @Adobe, @AdobeExpress, @AdobeVideo, and more. My primary responsibility has been to convert online social moments into engaging and relatable content for creatives everywhere. This experience has allowed me to collaborate with some of the most talented artists and influencers while creating some memes along the way.
Agencies: Outcast / Kvell
Client: @Adobe
Category: Social
Welcome to the wild world of organic content for
Adobe Newsroom
About Adobe Newsroom
Newsroom is an internal social franchise at Adobe where a mix of organic, evergreen, and trending content flourishes across their various channels. As creative director/creator within this social team, my responsibilities have encompassed overseeing visual content, providing leadership to design teams, cultivating collaborations with top-tier influencers, and maintaining the creative point of view in content creation across Instagram, TikTok, and Twitter. Going beyond post creation, I've formulated successful social strategies, harnessed the momentum of viral trends, orchestrated social-first launches for Adobe's latest products, and ensured repeatable processes to maintain brand values and ROI objectives.
Some Top Performers:
Product Launch
Adobe Firefly
Revealing Adobe Firefly to the world.
Adobe enlisted our team to help spread the word about their latest generative AI tool on social media. To succeed, they challenged us with the task of introducing the news in a manner that would allow their followers not only to engage but also to comprehend the tool as an enhancement to their workflow, without endangering their creativity or livelihood. Our solutions included creative FAQs for the audience, influencer tutorials, and lighthearted content designed to foster interaction within the creative community in a shareable manner.
Social Moment
40 Years of Adobe
Get’n weird for Adobe’s 40th Anniversary
Adobe started in 1982. This 2023 has marked their 40 years as a company pioneering digital creative tools and innovation. Our clients approached us with a unique request: to create social-first content celebrating Adobe's significant moments and milestones. These milestones encompassed a wide range, from the company's inception to the introduction of Photoshop, the creation of the PDF, and the launch of its first AI tools. Our approach was to craft a series of social pieces that reflect on past innovations, pay homage to the individuals and customers who played a role, and inspire the forthcoming 40 years of creativity and innovation.
Supportive Event Content
Adobe MAX
Supporting MAX, every post of the way.
Each year, my team has provided supportive content to enhance the in-event experience for virtual attendees worldwide. Utilizing social listening and extracting micro-insights from the event, we have successfully democratized pivotal moments, trending discussions, and the latest Adobe MAX announcements across various platforms.
Template Creation / Influencer Relations
Express Influencers
Adobe Express
it with Creators
Adobe Express stands out as one of Adobe's most pivotal new software applications, competing strongly in the expanding domain of prosumer design apps like Canva. Express has swiftly become the preferred tool for entrepreneurs, students, social managers, and more. Our Adobe client approached us with a unique request: to not only craft exceptional template designs for users to remix within the app but also integrate a perspective rooted in actual user experiences. Hence, the inception of Express Influencers. We harnessed a network of influencers boasting substantial followings, carefully aligned with the target audience profile, to curate templates tailored to their creative and client needs.
Gen Z Creator Content / Influencer Relations
Photoshop Express Creators
Putting Creators to the Test ✨
We were presented with a challenge by Photoshop Express, Adobe's mobile app for photo editing. The challenge involved reshaping their image on Instagram. Rather than being perceived merely as a brand centered around a product attempting to mirror culture, our goal was to reposition them as a brand synonymous with the Gen Z creators who utilize the app to craft culture.
The strategy revolved around tapping into impossible imagery artists to put their skills to the test using Photoshop Express. We tapped into shared moments, aspirations tied to lifestyle, individualistic expression, and fundamental principles, all conveyed through content driven by creators. Ranging from popular trends to poignant narratives, we adopted the Gen Z approach to social media, seamlessly integrating demonstrations of the app's capabilities. The outcome was remarkable: an impressive 291% increase in their follower count, a 122% uptick in engagement rate, a remarkable 761% surge in social interactions, and the establishment of Photoshop Express as a pivotal figure within Gen Z culture.
More Adobe Newsroom
National Pizza Day
Insight:
Pizza and Adobe have gone together, since like, forever.
Idea:
Create a time warp video showing the combination of Adobe and pizza throughout the years.
The Pizza Creator
We got @THEMARISJONES as the creator for our time warp video given her ultra radical expertise in retro period-piece content. 👇
Valentines
Insight: Come to find out, Gen-Z gives 0 actual fux about valentines day.
Idea: Create cringe-worthy valentines interactions.
Gen-Z:
“Valentine’s day is rarely for romance. Usually just a day to party with friends”
-Ypulse
