Awards
Grand Prix Red Dot
Red Dot Best of the Best
Bronze Eurobest
Bronze Esprix
Bronze Art Directors ClubPremiered 2018 · Adobe Stock #Film#Social#DirectMail
How we got the entire creative community to pay attention to a stock-photo feature inside a software platform.
Why
Adobe Stock was a new tool built into Creative Cloud — a way to search and license quality assets without leaving the program. The job was to make the people who choose stock, art directors, actually pay attention.
What we made
"The Hovering Art Director" — an affectionate send-up of the AD forever peering over the designer's shoulder — became a character, a film series, and a real, talking action figure people could win. The insight was so on-the-nose the industry shared it for us.
The Making Of Notes
One sharp observation, extended across film, webinars, social, and a physical collectible with its own packaging — knowing, never mocking. The care in every execution is what made it travel.
Press
The Content Series ft. Art Director & Designer Duo
A series of short-form videos telling the story of the stereotypical art director who hovers and changes their mind — and the designer who always has to keep up, now using Adobe Stock to do it. Each film has its own title and stands on its own.
The Action Figure
The series was so popular — and people commented so much — that we took it a step further: a real, talking Hovering Art Director filled with phrases (from our own ECD, ha) to personify the character from the web series.
Action Figure Social Contest
We asked the community to use a generator to create and share their own Hovering Art Director line — the best ones won the figure.
The Packaging
We're really proud of this one — it won the Red Dot Design Award. Made together with Yum Yum London, my favorite animation studio at the time, it gave us the chance to be fun and witty in a physical product.
The Making of 'The Beast' Webinar
A social extension of the campaign: the image referenced in the web series was livestreamed as it was created with Adobe Stock, and we cut a timelapse so you could see exactly how it was made. (Now, with AI, the concept is hilarious — but it's awesome that we were there from the beginning.)
Credits
- Agency
- Wolfpack
- Creative Team
- 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