The Hovering Art Director with Adobe Stock
Branded Content, Digital Activation, & Direct Mail
Overview
01 — Brief
Raise awareness and launch Adobe Stock, an integrated tool inside Adobe CC, where users can quickly search and license high-quality assets without leaving the program.
02 — Insight
Raise awareness and launch Adobe Stock, an integrated tool inside Adobe CC, where users can quickly search and license high-quality assets without leaving the program.
03 — Strategy
Directly target creatives and designers, as they are the key influencers for stock purchasing, with an entertaining product demonstration with a relatable character and working circumstances they often find themselves in.
04 — Idea
A campaign centered around a well-known industry stereotype, that designers have a hard time keeping up with; The Hovering Art Director.
05 — Campaign
The campaign launched with a film series, followed by webinars and tutorials showing designers what Adobe Stock can do in real time. After interest in the campaign we created an online activation where people could win the ultimate designer toy: The Talking Hovering Art Director Action Figure.
06 — Results
4855 contest meme entries, 3 regional adaptations, 121 relevant press articles, 425k landing page visits, 170k external engagements, 18.5 minute completed video views, and 100% positive sentiment.
Awards & Featured: Creativity Online, Adweek, The Drum, Adformatie, Creative Bloq, & Creative Boom
Branded Content Series
Poster Design Timelapse
Branded Content & Webinar
Action Figure
Promotional Film & Packaging
Action Figure
Social Content
My Role
Action Figure
The brief was to create a direct mail piece to send to agencies — but I didn’t just want to send a flyer that would be thrown away but something people would actually want to display. I was responsible for the ideation, presentation, and selling of the action figure concept. I oversaw the art direction style and chose the production company, Yum Yum London, who would continue to design the real action figure and animation. (They are a personal favorite of mine was quite excited to get them on board).
Branded Content Films
I was part of the team of three that oversaw and wrote the scripts for each of the films. However, the actors were amazing at improv and many of their scenes made the cut during the edit. This production didn’t have a big budget and was quite a hands on experience as I personally oversaw the overall film style, set design of shooting location, and each actors costumes were arranged by myself.
← Continued
Adobe Stock Poster & Time Lapse
I was responsible for collaborating with the design studio to choose the Adobe Stock photos used, the overall aesthetic, and fun easter eggs. The poster was used in the branded content films, time lapse, and webinar.
Wolfpack
Concept/AD/CW: Bert Marissen, Alexis Jabbour,
Michael James Phillips, Jasper Janssen, & Niklas Kristensen
Lead Designer: Michael James Phillips
Creative Director: Daniel Systma
Film Production: Hobby Film
Design Studio: Magic Studios & Kraftwerk
Action Figure & Animation: Yum Yum London