Adobe: Redesigning Series

OBJECTIVE ????

Adobe asked us to create a TikTok series that builds brand love amongst Gen Z.

CHALLENGE ????

As we got cooking, we acknowledged an immediate challenge – on a platform as creative as TikTok, how do we break through the noise to show our audience something they actually want to see? What can we create that doesn’t feel like an ad and drives excitement?

INSIGHT ⚡

Fortunately for us, we uncovered that creatives love visual transformations with before/afters, and that Gen Z in particular connects well with content centered around community efforts.

IDEA ????

*Millennial pause* Our series ‘Redesigning Signs in NYC’ was born. In the series (that garnered such reactions as “I didn’t even realize this was an ad!” and “I want 100 more videos of this”), we partnered with Max Kolomatsky, Brooklyn-based designer and TikTok creator, to use Adobe’s design tools to revamp local ads around New York City, delighting fans with tales about a man with a van, a dog poop sign and more. By authentically weaving the Adobe product into stories about funny street ads and the people behind them, we found a creative way to connect our audience to a community – and even left that community a bit more beautiful than we found it.

RESULTS ????

People went f*cking crazy for the series. We earned write-ups in the Washington Post and Future Social hailing the series as an example of the “perfect Tiktok”, and fans called it criminal if we ended with just one video. So we listened, and made more. Across four culture-driving videos, Redesigning Signs garnered 6.3 million organic views on TikTok (10.2M across platforms) with an average of 1.56M views per video in the series and 11% engagement rate.

But the best part? Max became a local hero in the creative community, helping individuals and businesses by bringing awareness to their causes. As for us, we achieved our goal of growing Adobe fan love with content that entertained first and advertised second. Pretty, pretty good.