Art exists on a spectrum, as do the artists who create it.
For Adobe, we built an enduring platform, campaign and design system to support diverse and underrepresented creators across the brand, highlighting communities from Black artists to women to API creators.
This project is near and dear to my heart, and worth noting - when we set out to represent diverse community, we literally represent them. While all the artists as part of this campaign are from the communities we’re uplifting, behind the scenes, from the creatives to the production team to the director to the editor and the music, each step of the process was driven by people from those respective communities.
Black creativity is not a monolith — it contains multitudes, and the work that it inspires represents a spectrum of backgrounds, disciplines, identities and stories. So we created a campaign uplifting Black creativity where we used the authentic art and voices of Black artists across the spectrum entitled “When I See Black.”
For the AAPI community, we took the often-othering question of “Where I’m From” and flipped it on its head, to show how culture can inspire creative identity. We also licensed Kishi Bashi, a dream of mine. This project was close to my heart as I am of Chinese heritage.
We also uplifted women in the creative community, showing that when you can see it we create a pathway for other women to be it.
***********************************************
Tahirah Edwards-Byfield - Creative Director
Kristian Grove - Creative Director
Maite Albuquerque - Group Creative Director
Sydnie Johnson - Writer
Bella Caruso - Snr Designer
Natasha Cirisano - Snr Designer