Adobe - Everyone Can Photoshop
Photoshop has a stigma for being tough to learn.
Adobe was looking to disspell this notion among a set of creative-adjacent users: these are marketers, social influencers, and communication professionals.
We developed strategy based on key features and effects that would garner interest among the savvy communicator set and pull market share from CCX and Canva.
The key creative, ‘Everyone Can Photoshop’ targeted the key demo, letting them know the power of the software is well within their reach.
I developed a framework for copy that we could pressure test each concept against.
By following the [human expression] with [Photoshop feature] structure, we kept creative and linguistic cohesion that could scale from one deliverable to many.
Here are some samples for each feature we workshopped before landing on final concepts.
