ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

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2020 ADC Awards - Motion / Film / Gaming Craft

Creativity for All

Agency Goodby Silverstein & Partners / San Francisco + Buck / Toronto + One Union / San Francisco + Human / Santa Monica

Client Adobe
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Annual ID

ADC_MOT20_057M

About the Work

Adobe tasked us with creating a campaign to raise awareness of their impact on the creative community—a message aimed directly at the world’s creators and creatives. But rather than tell the story of Adobe, we decided to tell the story of the community itself with a brand film inspired by millions. “Creativity for All” is a 60-second rallying cry for the democratization of creativity that celebrates all the powerful ideas that continue to shape the world around us. The animated mixed-media film includes icons of the digital era, such as Shepard Fairey, Malala Yousafzai and Billie Eilish, and the 1,000-name credit list includes a thank-you to every single Adobe user. The film aired on TV for the first time during the Oscars, the world’s most-watched celebration of creativity. But beyond just highlighting important and impactful work, “Creativity for All” enabled it—each social share resulted in a $5 donation to Teach For America, helping give creative tools to under-resourced students and teachers across the United States.