2017 Adobe MAX identity was inspired by Thomas Wirtz’s 'BTW' thesis project that caught our eye on Behance. We then asked him to create MAX identity based on it. He happily obliged. First he started designing labyrinth versions of MAX logo. Then he printed 3D models and begun experimenting with a variety of substances. Once we settled on six; three that would work on a dark background and three on a light one, we set the date to come to Düsseldorf and film the experiments. Four days of shooting were completely unpredictable; were we going to get the footage we were after, or were we going to leave empty-handed? It was a nail biter till the last minute, but in the end Thomas has succeeded in recreating all the experiments perfectly. We couldn’t have been happier with the results. 
Check out 'behind the scenes' video on the making of MAX identity and an interview with Thomas on Adobe Create Magazine. Or visit MAX website with all six videos in the marquee and consider joining us at Adobe Creativity Conference in Las Vegas, October 18-20 and a chance to meet Thomas.
Designer: Thomas Wirtz
Music: Frédéric Wiegand
Creative Director, Adobe: Kashka Pregowska-Czerw
Director of Photography, eMotion Studios: Dave Driver
Senior Creative Director, Video, Adobe: Dan Cowles