Change Your Perspective

Gen Z and Adobe have one thing in common: they’re both misunderstood. 

This campaign reintroduces Adobe to Gen Z creatives by making them the star of the ad and debunking common myths about them.

It shows the other perspective and breaks the “big corporation, expensive subscriptions” image in the minds of Gen Z by introducing Adobe Express, the all-in-one free tool designed to meet the needs Gen Z creatives have been asking for.

Challenge: Make Adobe relevant to Gen Z creatives.
Human Insight: Gen Z is often misunderstood.
Big Idea: Change your perspective.

(This campaign is a submission for the D&AD New Blood 2024 Student competition)