D&AD 2024 New Blood Competition: Group Project
Adobe Express Play *Wood Pencil Winner*
During my Advertising Photography class, my group and I created Adobe Express Play as our concept to tackle the International D&AD 2024 New Blood Competition brief for Adobe Express.
*Watch our Video Below*
The brief stated that the challenge at hand was to “ Make Adobe mean something to Gen Z creatives with a focus on Adobe Express and Adobe Photoshop. Create an end-to-end campaign that challenges creatives 18-26 to see Adobe as a brand that is relevant to them. We need to tap into what motivates them as creators and reach them by embedding the Adobe brand in their culture and subcultures.
Adobe wants you to leverage insights for Gen Z and show how they are a relevant brand for them.
Why do Gen Z create? Where do they make things? Who do they make things for? How do they create? Answering these questions will help you find a clear role for Adobe. It’s important to note that the campaign needs to focus on Adobe Express (as a stepping stone into the Adobe brand) and Photoshop (as the hero tool).”
We extensively researched Adobe Express and realized that Gen Z is bored. From that realization, we brainstormed the idea of a game. We then got to work and developed the concept of Adobe Express Play. From there, we locked down three ideas for scenarios where Gen Z would be bored. We scouted our three scenario locations for the advertisement video, chose our actors, and began our different location shoots.
After our hard work, we submitted our pitch and waited to hear the competition's results.
Our concept won a Wood Pencil (the best of the year in advertising, design, craft, culture, and impact) in the New Bloods Advertising discipline.
