Premiere on Android
For the global launch of Premiere on Android we created a social-forward campaign targeted to content creators who want to be seen and heard. They want to produce noticeably better-looking content than their peers, and they want to do it without a team. Our campaign featured creators on the rise in our top tier markets including India and Brazil. By sharing their own aha moments using the app we were able to showcase the level of quality outputs, drive awareness, and generate tons of downloads for the app.
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. Our through line of “anyone with an idea can express it” gave us endless ways to show off the app.
Adobe Stock
I joined Adobe Brand Studio to launch a new stock service for Creative Cloud customers. 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. Everything was created in house to work hard across every touchpoint.
The Unlock Campaign
Our ask for this quarterly, multi-app campaign was to create content targeted toward 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 led the interviews, refined the scripts and video workflows, and created tutorial landing pages that made it easy for our creative community to follow along.
Summer with Lightroom
The objective was to connect Lightroom Mobile to summer memories, travel, self-expression, and seasonal photo moments — all while showing off two new features. We concepted and produced everything in house and centered the campaign on a group of friends roadtripping in Oahu. Splashy colors, beachy sound effects, and cheeky headlines made this full-funnel campaign stand out on social and get people in the app. We were able to successfully shift Lightroom away from a pro-only perception and the campaign did so well on social that it became the foundation for future demand-get work.
Your Shot,Your Story
I led creative direction and execution for the global "Your Shot, Your Story" campaign, including the high-performing Food theme. The campaign exceeded traffic goals, generated 4.42M visits, delivered 385K+ new trialists, and drove over $200M in retention.
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.
