Adobe

Alex Amado, Sr. Director, Creative and Media
Amar Joseph, Executive Creative Director

Goodby Silverstein & Partners *Lead Agency

Rich Silverstein, Co-Chairman and Partner
Will Elliott, Creative Director
Patrick Knowlton, Associate Creative Director
Sam Luchini, Art Director
Roger Baran, Copywriter
John Thorpe, Group Brand Strategy Director
Brendan Robertson, Brand Strategy Director
Joel Giullian, Acct. Director

When Adobe launched its subscription-based Creative Cloud platform, it delighted some creatives, antagonized many more and experienced real turbulence in moving to a new creative-services model. To reengage the community and reignite interest, we changed the conversation. Instead of focusing on cloud technology, we relaunched and celebrated the creative audience itself. I Am the New Creative put the names, faces and portfolios of creatives front and center and used social media to share their work globally. The result: a reversal of sentiment and subscriptions that was ahead of Adobes goal.