In 2012, Adobe approached Melcher Media with the desire to change the perception of its company, both internally and externally. Adobe wanted to supplement its stature as a software developer for creative professionals by delivering an inspiring message that would resonate with a general audience and bolster a sense of pride within the company. After conducting extensive interviews with key members of Adobe’s executive team, Melcher Media proposed a variety of initiatives, from print to experiential, that would speak to this new direction for the brand. The concept Adobe selected was a short video celebrating the fundamental urge for creative expression. We commissioned an uplifting script and, with Kyle Cooper’s studio, Prologue, produced the video, which engaged a large creative community. Approximately one hundred artists contributed their work, and we supplemented that with animations from Prologue and Erik Natzke of Adobe. The finished product, The Creative Class, is a fast-paced montage of incredible images assembled around a stirring spoken narrative. It’s a rallying cry to creative people of all stripes and a reminder that creativity powers transformation. It premiered to an audience of 5,000 people in Los Angeles’s Nokia Theater at the 2013 MAX conference.
In 2012, Adobe approached Melcher Media with the desire to change the perception of its company, both internally and externally. Adobe wanted to supplement its stature as a software developer for creative professionals by delivering an inspiring message that would resonate with a general audience and bolster a sense of pride within the company.
After conducting extensive interviews with key members of Adobe’s executive team, Melcher Media proposed a variety of initiatives, from print to experiential, that would speak to this new direction for the brand. The concept Adobe selected was a short video celebrating the fundamental urge for creative expression. We commissioned an uplifting script and, with Kyle Cooper’s studio, Prologue, produced the video, which engaged a large creative community. Approximately one hundred artists contributed their work, and we supplemented that with animations from Prologue and Erik Natzke of Adobe. The finished product, The Creative Class, is a fast-paced montage of incredible images assembled around a stirring spoken narrative. It’s a rallying cry to creative people of all stripes and a reminder that creativity powers transformation. It premiered to an audience of 5,000 people in Los Angeles’s Nokia Theater at the 2013 MAX conference.
