Adobe Express
For the launch of the first Adobe app targeted to everyday creators we partnered with 72andSunny on a series of paid social spots featuring David Chang, The Kittles, and small biz owners. I wrote copy for the supporting assets including web, email, paid social, display, and App Store.
Adobe Stock
I joined the Adobe Studio to launch a new stock service for Creative Cloud customers. I wrote all copy for seasonal-focused emails, newsletters, and paid social, plus collaborated with my art director on custom event materials (candles!). We partnered with our agencies on several campaigns including "Make a Masterpiece" and "Keep Up with Hovering Art Directors.” The Hovering Art Director campaign was a hit. The video generated over a million organic views, the Hovering Art Director action figure became a cult favorite, and the work went on to win many industry awards.
Premiere on iPhone
For the first ever launch of Premiere on mobile my challenge was to transform a complex hierarchy of messaging into approachable consumer-facing copy. These assets needed to work hard across every touchpoint to drive downloads and excitement for the app.
The Unlock Campaign
Our ask for this quarterly, multi-app campaign was to create content tailored to our tried-and-true Creative Cloud pro customers. We chose artists who could speak to their own a-ha moments and share their best practices for boosting creativity and productivity. I worked specifically with SF-based photographer Kelsey McClellan on Lightroom and LA-based editor Lexi Gunvaldson on Premiere. I did interviews, refined the scripts and video workflows, and created tutorial landing pages that made it easy for our creative community to follow along in the app.
Summer with Lightroom
Our challenge was to create a summer-themed campaign for Lightroom to show off two new features. I collaborated on the script and story, which revolved around a group of friends on a road trip around Oahu. Splashy colors, beachy sound effects, and cheeky headlines made this full-funnel campaign stand out on social and get people to try the app.
Your Shot. Your Story.
Lightroom's longest-running campaign, featuring professional photographers sharing inspiration and techniques. My role spanned the full creative process: selecting themes, vetting and interviewing photographers, storyboarding the luminary videos, and copy across all assets.
Adobe x The Terminator
For the theatrical release of Terminator: Dark Fate, we partnered with Paramount Pictures to create a consumer contest inviting fans to remix official film assets into their own trailers using Premiere Pro. I collaborated on the concept and wrote all campaign copy, from launch messaging through submission guidelines.
