360 CAMPAIGN | CONTEXTUAL MEDIA | SPEC WORK | D&AD NEW BLOOD
Gen Z is rebelling against sameness in both life and design.
While other platforms try to win them over with templates, Adobe will position itself as the tool of creative rebellion.
Arming Gen Z with Express & Photoshop.
Case Study
First, we call out sameness across design.
Scanning brings Gen Z directly to Express.
On World Design Day, Adobe replaced the campaign’s media with Gen Z’s most groundbreaking submissions.
Calling For Revolt Across Media
Made By
art director | Alex Ward
strategist | Emma Kerencheva
copywriter | Henry Coffey
copywriter | Callum Leitenberg
copywriter | Boyan Zlatarski
Recognitions
D&AD New Blood | Black Pencil
D&AD New Blood | Yellow Pencil
Press
Little Black Book, Adobo Magazine, Shots, Brandcenter