Adobe asked us to come up with an engaging digital platform for high school teenagers. Adobe was perceived mainly as a boring, academic brand linked to more business like products such as PDF.
In the years of the Creative Suites (Photoshop, Illustrator, Premiere) it was important to approach school students rather than just professionals.
We came up with Adobe Youth Stories: Promoting Creative Confidence.
A simple idea that asked students and young people in general to tell their own story, make their own statement, reveal their point of view, in a creative way, using Adobe products.
The project was a consumer generated content platform that operated on two levels: directly with schools and teachers, via creative competitions in which students submitted their work to win funds for their classes and also as an independent community with work being published and voted online to win products and periodic gifts.
This was also linked to a charity, as the project was run among disabled or abused children that were able to express their story and their issues via a ‘therapeutic’ creative tool.
The project was highly strategic and is still up and running after 10 years.
Grey G2 San Francisco