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.


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