With the 25th anniversary of Photoshop happening on February 25, 2015, Adobe wanted to create a splash. For this milestone event, we created a number of moments in time. Negotiated by our United Entertainment Group (UEG) team we featured Photoshop on the Jimmy Kimmel show. In addition, we facilitated coverage in The New York Times, CBS This Morning, NPR, Fast Company, Mashable and Re/Code.
The part I'm most proud of and the focus for my team was the social side of the launch. We created the idea of 25 Under 25. Celebrating the 25 most creative visual artists under 25 years old. The 25 Under 25 allowed us to extend the February 19 anniversary through the rest of 2015 and beyond. It also gave us content to launch Adobe’s Photoshop’s Instagram channel.
We created a series of posters for Facebook to get people excited and interested in becoming one Adobe’s 25 Under 25. Behind the scenes, we scoured the world looking for amazing artists who were under 25. With an artist identified every two weeks, we announced a new artist to take over the Photoshop Instagram account and they shared their thoughts and work. A milestone along the way was the Adobe Max conference. We were able to bring 6 of the 25 Under 25 artists to the Max conference. It was inspirational to see all these young artists at the beginning of their careers sharing their experiences with each other.
The numbers: 130K Followers (up from 0 in February 2015), over 12K hashtag mentions on social media sites, over 3K projects tagged on Behance, additional earned media hits and speaking opportunities for individual artists.
// Role: Creative Director - creative strategy
// Team credit: Derekh Froude (ACD | CW), Tony Johnson (ACD | AD), Sarah Mitus (Account | Artist Wrangler)
// Follow @Photoshop on Instagram
The part I'm most proud of and the focus for my team was the social side of the launch. We created the idea of 25 Under 25. Celebrating the 25 most creative visual artists under 25 years old. The 25 Under 25 allowed us to extend the February 19 anniversary through the rest of 2015 and beyond. It also gave us content to launch Adobe’s Photoshop’s Instagram channel.
We created a series of posters for Facebook to get people excited and interested in becoming one Adobe’s 25 Under 25. Behind the scenes, we scoured the world looking for amazing artists who were under 25. With an artist identified every two weeks, we announced a new artist to take over the Photoshop Instagram account and they shared their thoughts and work. A milestone along the way was the Adobe Max conference. We were able to bring 6 of the 25 Under 25 artists to the Max conference. It was inspirational to see all these young artists at the beginning of their careers sharing their experiences with each other.
The numbers: 130K Followers (up from 0 in February 2015), over 12K hashtag mentions on social media sites, over 3K projects tagged on Behance, additional earned media hits and speaking opportunities for individual artists.
// Role: Creative Director - creative strategy
// Team credit: Derekh Froude (ACD | CW), Tony Johnson (ACD | AD), Sarah Mitus (Account | Artist Wrangler)
// Follow @Photoshop on Instagram
