Premiere on iPhone launch
For the first release of Premiere on a mobile app we created a full-funnel campaign with sizzle video, paid social assets, email, and App Store assets. We had to distill a complicated list of features and product priorities into conversational, scannable copy that needed to work hard and drive downloads for the app.
Summer with Lightroom
We were asked to create a vibrant campaign for the summer highlighting Lightroom on mobile and 2 key features. The campaign revolved around a group of friends on a road trip through Oahu. We delivered paid social video and statics, email, and App Store assets. And raised the overall brand sentiment for Lightroom.
Lightroom Release Campaigns
Product releases are part of our daily creative life at Adobe. Below is a sampling of assets created for new features that highlight the type of copy that performs best with our audience.
Adobe Express Launch
I led copy direction for the launch and advertising campaign of Adobe Express in 2021. We produced a 30-second launch film and a variety of 15-second spots for social, also partnering with David Chang and The Kittles to create custom designs using Adobe Express. I also created web pages, launch emails, paid social and display ads, and App Store assets.
Your Shot. Your Story.
Longest-running Lightroom campaign featuring pro photographers sharing inspiration and tips. My role encompassed selecting themes, vetting and interviewing photographers, planning video shoots, and creative direction for copy.
Adobe Stock
I was originally hired by Adobe to launch a new stock service to Creative Cloud customers. We launched 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. More importantly, it demonstrated the power of humor in showing show that Adobe understands the daily challenges of creative work.
Adobe Stock: “Keep up with Hovering Art Directors” campaign