The CS6 launch was probably the most significant launches I've led while driving creative at Adobe. It was the first time we really stepped back from marketing to our customers and let the community drive the conversation. I have been on a serious mission over the last few years to not be a brand that just builds software for its community, rather embrace and become the brand that is the community. We are one in the same. We need to empower ourselves/them to bring the boldest, most imaginative ideas to life. This launch did just that. It was a highly successful and extremely integrated launch that hit a serious emotional connection. This campaign also won Communication Arts 'Most Integrated Campaign'.
Kashka Pregowska-Czerw a CD on my Studio Team had seen some interlocking cards set from the Eames foundation and was trying to figure out a way to integrate the 'building' philosophy somehow into the launch. Originally she wanted to replace our large trade show boxes with large stackable/interlocking cards. I loved the concept, but needed to find the right outlet. Just prior to launch we needed to develop a press invite for all of the press analysts. I wanted to provide them with something tactile and creative, something that that would scream play with me, show all of the fantastic identities we've been building and also leave a lasting impression. I took the Eames concept and had the team shrink it down to 4x4 squares and place all of the identities on the front and back sides of the pieces. Also included was a card that gave the time and location along with set the tone with our new manifesto and "Create now." messaging. Was a truly interactive piece and a lot of fun to play with.
This was just a quick capture from my iphone of the bullet cam ring that autofuss used to create the zoetrope of our character in the Enternal Return short. The shots captured here also became the identity for Production Premium. It's always amazing working with Randi and Jeff. They always bring such a fresh perspective to any concept.
This launch was massive and with that it took a village of some of the best creatives in the business. Outside of the above creatives I worked with; Steve Tolleson, Jamie Calderon, Randy Yau, Eddie Yuen, John Caponi on identity. Dan Cowles, Amanda Micheli, and Maris Curran directed and produced all of the CS6 docs, we had some fantastic global travel. Web development and RM design was lead by Doug Beach. Robert Repass and OJP built the players and technology for multplatform support. Tt was hard, a ton of work, but we all had a blast making this work. I believe it shows.