This past year has been heavy, and frankly uninspiring for a lot of creatives. Adobe MAX recognized that. And for an entire globe of creatives, who have been stuck at home and are just trying to get their mojo back – Adobe MAX gave them the motivation and stimulation to rev-up their creative engines once again. It was a big task, but (for the most part) they really hit the mark.
Adobe MAX basically curated an entire binge-worthy entertainment network, strictly for creatives.
How’d they do it?
MOTIVATED THE TRIBE
They set out to inspire creatives. Full-stop.
HUMAN-CENTRIC OVER BRAND-CENTRIC
They utilized the artists, creators and talent (who happen to use their software) to tell the Adobe story in a less forceful way (at times Adobe was barely noticeable within the content). Ultimately, they got across their message without forceful brand-centric content.
HONORED THE CREATORS WITHOUT EGO
They were strong enough to know that the services/software they provide, creates a space for people to do what they are best at. Rather than pretending that their software is at the center of an individual’s creativity.
ESTABLISHED CONTINUITY AND BALANCE
They created a nice ebb and flow of content types; A diversified structure of live interviews, beautiful pre-recorded content packages, interactive moments, and interesting ways to showcase deep software learning moments.
DELIVERED A WIDE ARRAY OF LUMINARIES
Relevant speakers, talent, and stories that truly connected to the segments from Gwyneth Paltrow and Ava DuVernay, to Sadie Clayton and Aaron Draplin.
INTEGRATED MULTIPLE FORMS OF ENTERTAINMENT
Integrating interesting stories and performances, with relevancy to our current culture climate, focusing on a mix of music, drama, comedy, and spoken word.
Absolutely beautiful pre-recorded content packages; featuring known and un-known talent from around the globe. From focal stories, to transitions between segments, they were purposeful and impactful.
CREATED A NEW KIND OF INTIMACY
Unlike Apple’s latest streams (picture corporate design perfection), Adobe took a different angle. Remove the perfectly finessed environments and reveal the human truth in every live stream – real people, real homes, real studios, real environments. It’s a truly authentic way of opening a window to an entire world of other creative individuals.
Adobe MAX did an incredible job of reinvigorating the creative workforce. If that’s what they intended, they won.
Thanks Adobe and Adobe MAX for helping to up the ante on inspiring virtual experiences. Well done!