Music/Sports

Beats by Dre Horses Around 

The quest to find the perfect racehorse powers a 7-minute film from Beats by Dre. Buffalo Bills quarterback Josh Allen and Formula One racer Daniel Ricciardo star. Agency Miramar developed the campaign.

Tech

Samsung Says: ‘Unfold Your Moment’

Samsung puts life’s brief but indispensible moments in the picture, hyping its latest Galaxy phones. “We found that, despite all of the catastrophizing narratives out there, young people actually want to feel more connected to the people around them,” says Francesco Grandi, CCO of Ogilvy Canada, which led creative development. “They want technology to work better, and almost get out of the way faster. That’s why our work shows how you can get a bit closer to those close to you—if only for a moment.”

Finance

Money Mart Checks In With Silly Scenarios

Hard Work Club packs silliness and sight gags into fresh spots for Money Mart, hyping the company’s installment loans, cash advance and other services. “Our aim is to drive effectiveness by being distinct, to look unlike anyone else in the financial services category,” says agency ECD Meghan Kraemer. “We wanted to craft a stylized and unique brand world, to really challenge how Canadians thought.”

Telecom

Hear Me Now: Verizon Refreshes Brand

There’s something old and something new at Verizon these days. The telecom giant is reviving its “Can You Hear Me Now?” line (for one ad, at least) while sprucing up its brand identity. Mike Morgan, a real Verizon engineer, plays the “Test Guy” in Ogilvy N.Y.’s commercial below. But a stylized letter “V” is the real star. 

Music 

Bud Light x Post Malone = ‘A Night in Nashville’

First, Beyoncé went country. Now, Post Malone’s got a C&W-flavored album in the works. And he’s teamed up with Bud Light for an intimate one-night-only Nashville event on July 16 to preview tunes from the release.

Grocery

Ben & Jerry’s Challenges Fans: ‘Make Some Motherchunkin’ Change!’

Can ice cream nudge folks toward social activism? Ben & Jerry’s, well known for its commitment to progressive causes, sure thinks so. “We want to inspire everyday people who want to drive meaningful progress in their communities to take action,” says Doug Cameron, creative and strategy chief at DCX, which developed the campaign. Video, billboards and social media are in the mix.

Lottery

Minnesota Lottery Floats Jaws-Themed Commercial

The client goes back in the water for a Jaws tribute from the Betty agency. Every year, as summer approaches, brands of all stripes pay homage to the 1975 blockbuster. Here, we get riffs on the shark flick’s iconic music and beach panic scenes. The work touts a new scratch game.

Grocery

‘Savor the Start,’ Says Purely Elizabeth

Small choices—like picking Purely Elizabeth cereals and granola for breakfast—can yield surprisingly big outcomes. Such is the stuff of fresh work from TDA Boulder. “While many brands focus on the end results, Purely Elizabeth’s new campaign shifts the focus to the power of beginnings in a fun and memorable way,” says agency creative director Maru Bernal.

Financial

PNC, Scott Dixon Put Boredom Before Brilliance

IndyCar racing’s so darn boring these days! Not really. But six-time champ Scott Dixon stars in the first installment of PNC Bank’s “Boring Before Brilliance” doc-style video series. “Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” says James Bray, ECD at Arnold Worldwide. “Working in collaboration with DLP Media, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

Sports

Caitlin Clark Reflects for ESPN x State Farm

Everyone’s fave hoops star gazes into a mirror and receives encouragement from her much younger self in a campaign that also features Kamilla Cardoso and Kiki Rice. The work from Zambezi’s FIN Studios plugs Full Court Press, an ESPN+ series about the three athletes, which State Farm sponsors. Aimee Hoffman directed.

Apparel

SAXX Returns With a New Bag of Tricks

The Canadian underwear brand slings more ballsy humor via Quality Meats. The work seeks to generate bounce in the U.S. “The goal is to make more guys, and those who love them, question their underwear habits, and realize that both they, and their balls, deserve better,” says brand marketing VP Shawna Olsten.

Gaming

Toyota Dealers Hit the Road With 8-Bit Video Game

Seeking to up its game with nostalgia-obsessed twentysomething consumers, the Northern California Toyota Dealers and agency H/L have introduced a throwback 8-bit experience. “The game touches on GenZ and Millennials’ interests in nostalgia, traveling, and the stunning NorCal landscape, connecting with young buyers’ lifestyles,” the association says.

Finance

Blackstone’s All About ‘Making the Connection’

In stylish commercials that eschew data-center cliches, asset management firm Blackstone illustrates how spotting broader trends helps it identify connections that bolster the enterprise. Goodby Silverstein & Partners, Man vs Machine, FundamentalCo and Bully Pulpit developed the campaign.

Music

Luke Grimes Stars for Carhartt

Apparel maker Carhartt explores the work ethic and global rise of actor/singer Luke Grimes in a 5-minute film called “Setting the Stage.” Anomaly and Stept Studios collaborated on the project. “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they’re about and who it’s for,” Grimes says in press materials. “I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do.”

Telecom

Hear Me Now: Verizon Refreshes Brand

There’s something old and something new at Verizon these days. The telecom giant is reviving its “Can You Hear Me Now?” line (for one ad, at least) while sprucing up its brand identity. Mike Morgan, a real Verizon engineer, plays the “Test Guy” in Ogilvy N.Y.’s commercial below. But a stylized letter “V” is the real star. 

Music 

Bud Light x Post Malone = ‘A Night in Nashville’

First, Beyoncé went country. Now, Post Malone’s got a C&W-flavored album in the works. And he’s teamed up with Bud Light for an intimate one-night-only Nashville event on July 16 to preview tunes from the release.

Grocery

Ben & Jerry’s Challenges Fans: ‘Make Some Motherchunkin’ Change!’

Can ice cream nudge folks toward social activism? Ben & Jerry’s, well known for its commitment to progressive causes, sure thinks so. “We want to inspire everyday people who want to drive meaningful progress in their communities to take action,” says Doug Cameron, creative and strategy chief at DCX, which developed the campaign. Video, billboards and social media are in the mix.

Lottery

Minnesota Lottery Floats Jaws-Themed Commercial

The client goes back in the water for a Jaws tribute from the Betty agency. Every year, as summer approaches, brands of all stripes pay homage to the 1975 blockbuster. Here, we get riffs on the shark flick’s iconic music and beach panic scenes. The work touts a new scratch game.

Grocery

‘Savor the Start,’ Says Purely Elizabeth

Small choices—like picking Purely Elizabeth cereals and granola for breakfast—can yield surprisingly big outcomes. Such is the stuff of fresh work from TDA Boulder. “While many brands focus on the end results, Purely Elizabeth’s new campaign shifts the focus to the power of beginnings in a fun and memorable way,” says agency creative director Maru Bernal.

Financial

PNC, Scott Dixon Put Boredom Before Brilliance

IndyCar racing’s so darn boring these days! Not really. But six-time champ Scott Dixon stars in the first installment of PNC Bank’s “Boring Before Brilliance” doc-style video series. “Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” says James Bray, ECD at Arnold Worldwide. “Working in collaboration with DLP Media, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

Sports

Caitlin Clark Reflects for ESPN x State Farm

Everyone’s fave hoops star gazes into a mirror and receives encouragement from her much younger self in a campaign that also features Kamilla Cardoso and Kiki Rice. The work from Zambezi’s FIN Studios plugs Full Court Press, an ESPN+ series about the three athletes, which State Farm sponsors. Aimee Hoffman directed.

Apparel

SAXX Returns With a New Bag of Tricks

The Canadian underwear brand slings more ballsy humor via Quality Meats. The work seeks to generate bounce in the U.S. “The goal is to make more guys, and those who love them, question their underwear habits, and realize that both they, and their balls, deserve better,” says brand marketing VP Shawna Olsten.

Gaming

Toyota Dealers Hit the Road With 8-Bit Video Game

Seeking to up its game with nostalgia-obsessed twentysomething consumers, the Northern California Toyota Dealers and agency H/L have introduced a throwback 8-bit experience. “The game touches on GenZ and Millennials’ interests in nostalgia, traveling, and the stunning NorCal landscape, connecting with young buyers’ lifestyles,” the association says.

Finance

Blackstone’s All About ‘Making the Connection’

In stylish commercials that eschew data-center cliches, asset management firm Blackstone illustrates how spotting broader trends helps it identify connections that bolster the enterprise. Goodby Silverstein & Partners, Man vs Machine, FundamentalCo and Bully Pulpit developed the campaign.

Music

Luke Grimes Stars for Carhartt

Apparel maker Carhartt explores the work ethic and global rise of actor/singer Luke Grimes in a 5-minute film called “Setting the Stage.” Anomaly and Stept Studios collaborated on the project. “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they’re about and who it’s for,” Grimes says in press materials. “I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do.”

Telecom

Swedish Phone Company Vimla and BBDO Bring the ‘Good Vibrations’

Sweden’s Vimla tries to shake up the phone category in ’90s-style ads from BBDO Nordics. “Vimla wanted to create a visual world that incorporate the brand’s good vibrations and relaxed approach,” says agency art director Isaac Bonnier. “We opted for a concept that could stand on its own without a lot of text or voiceovers. The films speak for themselves. It felt important for us to create something that really stands out.”

Health

Everything Causes Hair Loss. Everything!

Do babies, sushi, deodorants and binge-watching accelerate hair loss? We learn the truth in Mischief’s cute campaign for Nutrafol, a hair-growth supplement. “Creatively, we wanted to tap into that eyebrow-raising moment,” says agency ACD Tanner Thompson. “The goal was creating something that really draws you in, sparks your curiosity, and leaves you asking the question: ‘Hold on, what does this have to do with my hair?'”

Grocery

Want Some Coffee Mate, Mate?

G’day! Coffee Mate enjoys some Aussie-accented fun in fast-talkin’ commercials directed by Terri Timely through Soft Citizen. “We wanted to play with how Coffee Mate communicates both its creamy, indulgent quality and that sweet brand recognition they’ve worked so hard to achieve,” says Joel Holtby, co-CCO at Courage, which helped develop the campaign.

Health

Ritual Vitamins Goes Beyond Transparency

Ritual Vitamins tapped Giant Spoon to create “Trace Like a Motherf*cker,” directed by Kate Jean Hollowell. It goes beyond transparency, revealing that the brand’s ingredients can be tracked and explaining why they’re present. In the spot below, a potty-mouth mom won’t put anything in her body unless she knows where’s it’s from and why she needs it.

Financial

PNC Gets ‘Brilliantly Boring’ These Days

Arnold Worldwide launched a fresh campaign for PNC Bank with “Brilliantly Boring” as the theme. Ads stress stability, pragmatism, consistency and trustworthiness. They’re not boring. But the bank is. In a good way. Silicon Valley actor Chris Diamantopoulos stars.

Apparel

Does Comedy Suit Men’s Wearhouse?

Party Land dresses Men’s Wearhouse in goofy comic stylings through a frenetic campaign. Clothes make the bro, whose apparel changes and adventures become intertwined. It’s pretty silly. Hannah Levy directed.

Looks like they need some existential space. Or maybe they’ll be content to work in bleeding-edge paperless fashion, with Adobe Office Suite snugly installed on their desktops. 

Slapping counterculture fave “Make Your Own Kind of Music” on the soundtrack was an intriguing choice. The joyous flower-power anthem provides a canny counterpoint to the tumult on screen.

Long gone are the days when real hippies revered entirely different concepts of revolution and freedom, man. Back then, finding more cost-effective ways to shill for BIg Daddy wasn’t so groovy.

Ah well, those tye-dyed types are all fat-cat CEOs and shareholders now. They’re not the campaign’s target audience, anyway.

An Adobe rep says the work “speaks to entrepreneurs, small businesses and working professionals. These individuals often wear many hats, causing them to be time, resource, and budget constrained. These working professionals navigate personal and business challenges. They’re jumping from app to app to get things done, which takes forever, but convincing people to change their habits is the goal. They can do it all with one app: Acrobat.”

As for casting Minhaj, “We wanted to add another engaging and re-watchable layer,” the rep says. “To reach new audiences, we also wanted to partner with someone who actually used Adobe Acrobat and could tie their passion into a genuinely entertaining and authentic story. We’re also just huge, huge fans of his. That’s what it really came down to.”

The brand’s in-house team developed the initiative with production studio Ladybug.

In a BTS reel, Seo Ju explains the personal nature of the project.

“We get to normalize that we all travel,” she says. “All people from all races, all backgrounds. It’s important to me as a person of color to see myself in travel photograph, in media. I just want people to feel secure that they can explore without having to change who they are.”

Though travel has largely resumed after a pandemic lull, Delta’s results—like those of many airlines—continue to lag. Accordingly, “Faces of Travel” represents an effort to bring a broader group of customers into the fold. The approach feels on point, given recent Ipsos research (PDF link) that shows 60 percent of ethnic and racial minorities—and half of all respondents—prefer to engage with brands that represent and celebrate different groups in society. At the same time, studies show that people of color and members of the LGBTQ+ community can feel hesitant about travel, owing to concerns about acceptance and personal safety.

Below, Kin founders Kwame Taylor-Hayford and Sophie Ozoux reveal how “Faces of Travel” came about and discuss their hopes for the initiatve.

Muse: How’d the project get off the ground?

Sophie Ozoux: Delta’s purpose is to connect the world. They are committed to diversifying travel culture and consciously promoting inclusion to create a sense of belonging. We saw an opportunity for the brand to take a leadership role in addressing the challenge of visibility and representation within the travel industry. As we looked into the data, we realized there were so many stories of diverse people feeling unseen in travel content and unsafe when traveling. We felt this needed to change, so we set out to create a bold initiative that would inspire more people to get out and see the world.

Judging from the data, it seems such efforts are long overdue.

Sophie Ozoux: Society has been having a real conversation and debate on the importance of representation, and many industries have made progress, but the travel industry hasn’t really evolved and made its mark. That’s paradoxical, in that travel is often all about meeting and connecting with people who are very different from you.

Who will use these images?

Kwame Taylor-Hayford: Our goal is to ensure that a maximum number of people in the creative and travel industries—makers, creators, journalists—have access to these visuals and feel inspired to use them. Adobe Stock will help amplify the narrative around representation, bring it to its 3 million members and promote the use of the assets.

There’s a line in the campaign that seems to sum it all up: “Your journey is yours to own.” Obviously, it’s tough to own your journey if you don’t even see yourself reflected in travel ads.

Kwame Taylor-Hayford: It’s so important, as a person of color, to see yourself out in the world, in movies, on TV, in magazines and in advertising. That line in our anthem film, voiced by Viola Davis, is an important reminder that we can create our own adventures and ultimately our own destiny. It’s especially impactful hearing these words from someone who has defied so many odds and expectations to become one of the greatest actors of our generation.

How’d you choose Seo Ju as your photographer?

Kwame Taylor-Hayford: Yes, we considered a few different photographers for this project, but from our first conversation with Seo Ju it was clear to us that she was the one. Beyond her photojournalistic approach, incredible eye for dynamic compositions and ability to make people very comfortable in front of the camera, she really connected with the ambition of the project. She was born in Mexico to Korean parents, and grew up navigating both cultures, which made her very aware of the comfort and confidence we wanted to convey with these visuals.

Lots of folks yearn to tell stories of one kind or another. But precious few get $10,000, professional mentoring, a broad distribution platform and tools including Adobe Premier Pro video software to help bring their visions to life.

Thanks to Adobe and Netflix, however, three filmmakers will receive such support if they win “The Great Untold,” a competition for emerging talent.

“Where do we find our stories?” asks the contest promo. “What about out there in the borderless, boundless unknown? Down your street, in your world, the place that you call home?”

“It’s there,” the clip continues, “in the fun stuff, the hard stuff, the waiting for the bus stuff. With the people you know, and the things that you do.” Creators can pitch their ideas via TikTok or through WhatsYourGreatUntold.com.

Mentors include Ryan O’Connell, star of Netflix’s Special, as well as David Talbert and Lyn Sisson-Talbert, who co-produced the musical Jingle Jangle: A Christmas Journey for the network. Nadia Hallgren, director of Netflix’s Michelle Obama bio Becoming, will shoot a behind-the-scenes documentary about the three winning films.

The push feels on point for 2021, with more voices than ever yearning to rise above the din and tell their truths about Covid times, social upheaval, racial injustice and more.

Adobe and Netflix will help the winners shoot in their hometowns, and the plan calls for friends and families of the filmmakers to appear in each project. “When aspiring creators see role models like themselves tell their story, they are inspired to do the same, creating an opportunity for more cultures and perspectives to be understood and celebrated,” Adobe says in a blog post.

The somewhat similar “Stories in Place” series from Vimeo and Mailchimp also strives for regional flavor, presenting diverse tales from directors of color, a mandate Ghetto Film School also shares as it nurtures multicultural talent.

Adobe has proven especially adept at contest-related marketing, with notable efforts around Billie Eilish fan art, Lil Nas X beats and a BuzzFeed homepage takeover for 10 young creative ambassadors.

• “I see a beautiful canvas.”
• “I see that my skin, my color, is a miracle.”
• “I see that Black stories create community.”
• “I see me mother, sister and friends.”
• “I see that Black girls can fly.”
• “I see our very being is enough to inspire.”
• “I see our legacy in neon lights.”
• “I see the future is so bright.”
• “I see that nothing moves without Black culture.”
• “I see the source of life.”
• “When I see Black, I see myself.”

Gregory Porter’s gospel-fusion track “Revival” imbues the initiative with an uplifting, transcendent spirit, concluding: “Black creativity can’t be painted in a single stroke.”

The film does a fine job of illustrating that point. It reminds us that Black art and culture are treasures for everyone to revere and share. They enrich the world with remarkable dreams and visions.

“Seeing creators like yourself, especially for this next generation, is absolutely crucial,” says Adobe marketing chief Ann Lewnes. “We all benefit when more perspectives are shared.”

Along with GuiBanga, the piece features: Esther Luntadila, Crystal Kayiza, Temi Coker, Barry Yusufu, Devin Wesley, Aurélia Durand, Shani Crowe, Asia Hall, Lawrence Agyei, Ismail Zaidy and Joshua Kissi.

In addition to the film, Adobe celebrates Black creativity with this showcase for diverse artists such as JD Barnes, Lacy Jordan and Jessica Bellamy, as well as “When I See Black” programming on Hulu, including Black Stories Presents: Your Attention Please, hosted by Craig Robinson.

CREDITS

Brand: Adobe
Creative Agency: 72andSunny Los Angeles
Editorial: Hecho
Song: “Revival” by Gregory Porter
Mix/Sound Design: LIME Studios

“Adobe had been exploring partnering with Lil Nas X, and as part of that process we were able to get some really unique ideas in front of him and his team,” POD executive creative director Jason Apaliski tells Muse. “The Cover Art Song Contest was the one everyone gravitated toward, as it felt very authentic to Lil Nas X.”

The initiative recalls Adobe’s Billie Eilish art contest last year, in which fans crafted visual interpretations of the artist’s debut album, When We All Fall Asleep, Where Do We Go? It drew 8,000 entries.

“For Lil Nas X we wanted to do something different that was tailored more to his own unique style and creative process,” Apaliski says. “Lil Nas X music is inspired by everything around him, from cartoons to candy, so we thought, Why not give his fans a chance to inspire him directly with their own creativity?”

The rapper began gaining recognition through his own internet initiatives, such as Nicki Minaj fan accounts on Twitter, and he used memes to promote “Old Town Road” before the tune began climbing the charts, ultimately spending a record 19 weeks atop the Billboard Hot 100. The contest reflects that DIY spirit, Apaliski says.

Adobe has proven adept at promos designed to provide young consumers and influencers with product demos through fun campaigns and contests.

Along with the Nas X and Eilish competitions, other examples include an online film festival with all footage sourced from the Adobe’s stock library, and a recent BuzzFeed homepage takeover spotlighting 10 young creative “ambassadors.”

“These types of activations are a great way for people to explore the Suite and find different ways for them to tap into their own creativity,” Apaliski says. “We want to make sure people have all the tools, skills and know-how to make whatever they can imagine a reality. This will keep them coming back again and again whenever they are ready to make the leap and put their creativity out there.”

CREDITS

Client: Adobe
Global Vice President, Head of Marketing, Digital Media: Monte Lutz
Director, Marketing: Michi Alexander
Global Campaign Marketing Lead, Next Gen: Ellen Vanderwilt
Campaign Marketing Manager: Lexie Hartnett
Education Campaign Project Manager: Courtney Heatherington
Associate Creative Director: Sari Hamman
Social Media Strategist, Students: Rebecca Decker
Sr. Social Media Manager: Annie Radsliff

Agency: Pereira O’dell
Creative Chairman: PJ Pereira
Chief Creative Officer: Robert Lambrechts
Executive Creative Director: Jason Apaliski
Creative Director: Jean Morrow
Creative Director: Jason Rosenberg
Copywriter: Thomas Hodge
Art Director: Katie Coward
Designer: Carolina Penner

Senior Producer: Erin Sullivan
Director of Project Management: Lindsey Anderson
Director of Business Affairs: Camara Price

Chief Executive Officer: Andrew O’Dell
Managing Director: Natalie Nymark
Group Brand Director: Jessica Smith
Brand Manager: Kendall Richardson, Phoebe Kranefuss

Director of Brand Strategy: Sean Staley
Group Brand Strategy Director: Lenny Karpel
Brand Strategist: Kato Bisase
Communications Strategy Director: Breanne Brock
Social Strategist: Cristina Azanza

Production Credits

Director: Calmatic
Production Company: Prettybird
Executive Producer: Kerstin Emhoff
Line Producer: James Graves
Print Art: Bruno Menon

Barrelhouse
Director of Content Production: Josh Diaz
Content Producer: Lauren Gould
Editor & Mix Engineer: Joel Hopper
Production Coordinator: Monica Hyde
Colorist: Marshall Plante, Olio Creative
Graphics Artist: Brady Lowery

Media
Wavemaker

And the BuzzFeed takeover links to this page, which houses the content, a multimedia mélange of words, images and motion that captures the tenacity, spirit and humor of these aspiring digital natives. It’s a very mixed, frenetic bag, ranging from a cheeky take on the role of fictional sidekicks (which one are you?), to a meditation about doctors disbelieving patients’ symptoms, to the misadventures of Frank, a hapless fork.

“We were looking for diversity in every aspect: regionally, racially, the mediums they wanted to explore and more,” BuzzFeed head of partner innovation Jake Bronstein says of the project. “We looked at people knocking on our door through every channel and found a collection of people who not only balanced out nicely across all of these aspects, but who we also found ourselves rooting for.”

He adds: “Everyone came into the program with a baseline knowledge of the Adobe Creative Cloud, and then proceeded to learn the most-used products at BuzzFeed—all while being given the space to lean into what their passion is and the reigns to direct and create content.”

The work recalls Adobe’s online film festival with all footage sourced from the company’s stock library, and its Billie Eilish-themed art contest judged by the singer/songwriter. Such interactive excursions put users in the picture and help position the company as a creative partner that understands their needs and appreciates their talents.

“We want our audience, especially the younger audiences, to see new and interesting voices in the mix, and see how Adobe products—even after just a bit of playing with them—make telling their stories easier,” Bronstein says. “Obviously the more this group explores these products and their own storytelling abilities the better everything will become … but this Generation Create, what we call Gen Z, should see how easy it is to get started, and then once you get started, how far your creativity can take you.”

Ambassadors:

• Anne-Fatima Syed, 19, Bay Area, Calif.
Multimedia designer and photographer who hopes to bring a new perspective into the creative world through her spiritual and cultural roots through visual storytelling.

• Brianna McCall, 22, Queens, N.Y.
A host/producer who has a passion for storytelling and enjoys discovering new ways of creativity through producing and editing videos.

• Elaeì Hill, 21, Fayetteville, N.C.
A nomadic millennial who seeks his passion and joy through music and stepping out of his comfort zone, as he values knowledge as power.

• Jake Zach Sachs, 24, Bellmore, N.Y.
An artist specializing in photography, acting, film production, and editing.

• Jalese Ayana, 24, East Orange, N.J.
A published content creator using the mediums of photography and music. Influenced by gender, sexuality and mental health she released her 2018 project “Pretty Girl Blues,” a film that details the experience of young tomboys.

• Katherine Pickhardt, 23, Pittsford, N.Y.
Majored in television production with a concentration in screenwriting from Ithaca College.

• Madison Ruiz, 24, Montclair, N.J.
An illustrator and animator; while studying in Hong Kong, she received a BFA in Animation and a minor in fashion and hopes to merge the two in a meaningful way.

• Mickalia Forrester-Ewen, 22, Brooklyn, N.Y.
She graduated from New York University Tisch School of the Arts where she strengthened her passion for acting as a Drama major.

• Nehal “Neil” Banik, 21, Los Angeles
Incorporates his experiences with filmmaking and his time spent in the dance community to produce short conceptual videos and music videos to better help creative artists in the South Asian community.  

• Sophie Park, 21, Irvine, Calif.
A Korean American digital media artist and aspiring producer who wants to share stories of underrepresented voices.

CREDITS

ADOBE
Global Vice President, Head of Marketing, Digital Media: Monte Lutz
Director, Marketing: Michi Alexander
Global Campaign Marketing Lead, Next Gen: Ellen Vanderwilt
Campaign Marketing Manager: Lexie Hartnett
Education Campaign Project Manager: Courtney Heatherington
Social Media Strategist, Students: Rebecca Decker
Sr. Social Media Manager: Annie Radsliff
Sr. Manager, DMe Social: Leah Walker

AGENCY: PEREIRA O’DELL
Creative Chairman: PJ Pereira
Chief Creative Officer: Robert Lambrechts
Executive Creative Director: Jason Apaliski
Creative Director: Jean Morrow
Copywriter: Will Martin
Art Director: Connor Witt

Integrated Producer: Josh Diaz
Content Producer: Lauren Gould
Director of Project Management: Lindsey Anderson

Director of Business Affairs: Camara Price
Chief Executive Officer: Andrew O’Dell
Managing Director: Natalie Nymark
Group Brand Director: Jessica Smith
Brand Manager: Kendall Richardson
Director of Brand Strategy: Sean Staley
Group Brand Strategy Director: Lenny Karpel
Associate Director of Communications Strategy: Breanne Brock
Social Strategist: Cristina Azanza
 
MEDIA: WAVEMAKER
Shelby Hamilton- Associate Director, Planning
Sara Wine- Senior Associate, Planning
Cori McCarty- Associate, Planning
Jen Chu- Manager, Digital Analytics
Sylvia Yu – Senior Associate, Data Sciences
Abhishek Bharekar- Analyst, Data Science
Erika Morato- Associate, Digital Activation
Jessica Illescas- Associate Director, Digital Activation
Jordan Moore- Senior Associate, Digital Activation
Eric Wolff- Senior Associate, Planning

That was some … trip. Why didn’t anyone give up their seat to the magical golden octopus? Remember your subway etiquette, people!

Naturally, the team used Photoshop to craft the minute-long spot, vividly illustrating the brand’s promise to help translate and enhance users’ creative visions for all the world to see. Plus, who doesn’t get great ideas on a long commute or while slogging through some humdrum task?

Partizan director Antoine Bardou-Jacquet delivers a playful (and aptly artful!) experience. Ad nerds may recall that he helmed the classic Rube Goldberg-style “Cog” spot for Honda 17 years ago. That film and the Adobe commercial share similar sensibilities, capturing tech-propelled joy and discovery in captivating visuals.

Of the new ad, Bardou-Jacquet says: “Photoshop is probably the software of my life. I owe it a big part of my career. I discovered it right after my art school degree and it was a new world of fantastic possibilities. Since this period, I’m using it probably every day, as a graphic designer first and as a director now. It helps me to search and create visual ideas, and also to explain what I have in mind to the people I work with.”

“While we started the campaign before Covid-19, we entered into production right as the pandemic started to hit the United States,” recalls 72andSunny creative director Lauren Smith. “In an interesting twist of fate, we had to use the power of imagination not only in our film but also in the way we made it. From remote production night shoots in Prague to a video village in Los Angeles to countless remote post-production calls across oceans and time zones and remote editing/mixing/coloring, we figured out ways to work that we previously wouldn’t have imagined possible.”

Minor quibble: Though the Rolling Stones’ “She’s a Rainbow” provides a rollicking soundscape, it’s starting to rival “What a Wonderful World” and “Lust for Life” among overused ad tracks. Maybe leave that one at the station next time.
 
Regardless, “Fantastic Voyage” feels in tune with Adobe’s other similarly themed celebrations of creativity. These include an online film festival with all footage sourced from the company’s stock library, an Academy Awards spot mixing pop culture icons and Adobe menus, and a Billie Eilish-themed art contest, judged by the singer and packed with surreal, unsettling entries.

CREDITS

Brand: Adobe
Creative Agency: 72andSunny Los Angeles
Director: Antoine Bardou-Jacquet
Production: Partizan

VFX: Mathematic
Song: “She’s a Rainbow” by The Rolling Stones
Mix/Sound Design: LIME Studios
Editorial: Work Editorial

One of the most striking films, Jasmine McCullough’s “Classified,” explores the use and misuse of labels across race, gender and sexuality, employing a retro-VHS look and other surprising effects:

“At the beginning you are hearing this audio, and you find yourself focusing on what’s happening in the box,” McCullough says. “You’re trying so hard to figure it out—then, midway through, you realize that those voices are telling you, ‘No, stop trying to figure me out, just listen to me.’ “

Vivek Vadoliya initially intended the “The Portal” as a commentary on the coronavirus—in fact, it was inspired by a Financial Times report on the subject. But the project evolved into a surreal manifesto of sorts, a quest for liberation and transcendence inspired by the world of dance:

” ‘The Portal’ feels like it belongs in a gallery,” Nozato says. “It is less of a narrative film and more of a digital fine-art piece. The scenes are handled with such taste and elegance, it almost seems impossible to believe they weren’t shot specifically for this film.”

Next there’s “Muya,” a deeply felt coming-of-age/coming out story from Graydon Sheppard:

“This process was great because it felt limitless,” Sheppard says. “And also scary, because it felt limitless.”

“The best part of the collection of films was seeing how open, personal and vulnerable the filmmakers were in sharing their stories,” Nozato says. “It was also so incredible to see that they were able to build these beautiful stories using just stock assets, and in such a short time period.”

What’s more, the festival provides a potent showcase for Adobe’s wares, as the company once again leverages cinema to focus on the creative community.

Each film runs between two and six minutes. You’ll find extensive behind-the-scenes stories and creator interviews here, while Jason Levine, principal worldwide evangelist for Adobe Creative Cloud, hosts this hour-long film-fest premiere:

CREDITS

Brand: Adobe 
Creative Agency: 72andSunny Los Angeles
Post Production: HECHO Studios
Music: Epidemic Sound