Create an end-to-end campaign that positions Adobe Express and Photoshop as Gen Z’s go-to creative tools by making Adobe culturally relevant, easy to use, and aligned with their creative identity. The campaign will inspire hands-on engagement, driving awareness, sign-ups, and ongoing creation across digital and real-world touch points.
What if they had Adobe Photoshop?
Adobe Photoshop Integrated Ad Campaign What we have to do?
Adobe Photoshop Integrated Ad Campaign What we have to do?
Create an end-to-end campaign that positions Adobe Express and Photoshop as Gen Z’s go-to creative tools by making Adobe culturally relevant, easy to use, and aligned with their creative identity. The campaign will inspire hands-on engagement, driving awareness, sign-ups, and ongoing creation across digital and real-world touch points.
Our Target
GET
Gen Z creators
BY
making Adobe relevant, accessible, and essential to their daily creative workflow.
Gen Z creators
BY
making Adobe relevant, accessible, and essential to their daily creative workflow.
TO
use Express and Photoshop
use Express and Photoshop
Adobe feels intimidating, Express is unknown, and Photoshop seems “pro-only.” Gen Z doesn’t see Adobe as part of their creative culture.
What does our consumer think now?
Gen Z creates nonstop to express themselves and fuel their side hustles, but they default to quick, free tools because Adobe feels complex or “for pros.” They want fast, flexible
tools that help them stand out — yet don’t realize Adobe Express is easy or that Photoshop
can be accessible. Consumer’s Insights
tools that help them stand out — yet don’t realize Adobe Express is easy or that Photoshop
can be accessible. Consumer’s Insights
Bold, energetic, Gen-Z-first.
Adobe’s voice: empowering, inclusive, expressive, culturally fluent, and creativity-driven. Tone
Adobe’s voice: empowering, inclusive, expressive, culturally fluent, and creativity-driven. Tone
Adobe is the leading creative platform, built on the belief in Creativity for All. Adobe Express makes creation simple and social-ready, while Photoshop remains the iconic, now more accessible, hero tool.
About Our Brand
Adobe gives Gen Z the freedom to create anything — with Express as the gateway and Photoshop as the powerhouse.
Our Message
Express is simple, intuitive, and template-driven.
Photoshop offers deeper creative control. Support points
Photoshop offers deeper creative control. Support points
Adobe defines modern creativity. Its tools shaped industries and culture — and now that legacy must connect to Gen Z’s everyday creative world.
Brand equity
Drive awareness, sign-ups, and continuous use across digital and real-world platforms. Make Adobe feel relevant in Gen Z culture and their creative lifestyle.
Project Overview
Background
Our Vision
What if?
Street Banner