Overview

Adobe needed to energize its creative audience around a major business shift—its move to a subscription model. The goal was to create an unforgettable brand experience at Adobe MAX that would resonate with developers, designers, and influencers while reinforcing Adobe’s innovation leadership.

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What I did

Working with the Kenwood Experiences team, I led creative direction on a high-impact brand experience designed to engage at every level:

Researched audience segments to tailor the experience for digital creatives, marketers, and developers
Concepted a large-scale projection-mapped opener that took over a year to plan, designed to deliver a “wow” moment and anchor the event’s emotional arc
Crafted two immersive keynote sessions featuring product launches and visionary storytelling to amplify Adobe’s pivot and showcase product value
Produced a celebratory awards program to highlight creative excellence and drive post-event media coverage and brand lift
Collaborated across design, event production, and executive stakeholders to ensure seamless creative execution and brand alignment

Outcomes

Surged social buzz with positive posts across Twitter, YouTube, and design communities
Drove massive live and on-demand viewership for the Adobe MAX webstream, signaling deep engagement from the creative audience
Strengthened Adobe’s brand perception during a critical business model transition
Positioned Adobe MAX as not just a product reveal, but a cultural moment for the creative community

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