I had the immense pleasure to work on the ADOBE MAX‘ 19 artwork & style. MAX is the main event for creativity hosted by Adobe itself.
The brief was to have a OP-ART based style that could apply throughout this big creative festival that takes place in the LA Convention Centre.
My main idea was to create something that was versatile to be cropped, easy to deal with and flexible on different backgrounds. Collaborating side by side with Adobe's Creative-Director Kashka Pregowska-Czerw we tried all spectrums of the abstract universe to find a versatile look.
The style I came up with is mainly created in 3D software while I aimed it to look as it could have been done easily in 2D softwares too.
The fact that I always get hired for super colourful freestyle jobs made this a very interesting out of the box experience where I gained loads of new creative insights.
It really pushed me to think more in complex systems and simplicity at the same time. It had to work on bus-stops, phone-screens, small badges, building wraps, websites, animations, gifs, apparel, bags, shoes and so on.
Down here I’ll take you guys trough parts of the process, bits of the finals and just a fraction of the outcome. Otherwise this project would end up being an endless scroll case.
Below a fraction out of the 378 images created over the course of a month. All grouped in 3 phases of concepting and drafting towards the final outcome.
PHASE 1. FREESTYLE JAM.
This phase was open to digest the direction that would work for a large scale event like this. We tried loads of different things over 3 days.
Feedback: Simplify and go for Adobe RED.
PHASE 2. ADOBE RED DOMINANCE.
Below examples of the versions that have more RED in it. Due to the big impact of the event we had loads of people involved in decision making. Red was the call. At the end we settled on a simple vector look that looked quite brutalistic.
PHASE 3. NARROW DOWN.
We decided this simple look was the way to go to. Just red, black & white with a flat MAX logo.
5 Different shapes made in C4D and rendered at 20.000 x 20.000 px.
Final shapes ready for use including the new Adobe gradient ( added afterwards by Adobe Studio ).
Official signage and output at the LA Convention Centre & Online. Photography by Stephen Schmidt.
