ADOBE CREATIVE SUITE

While at Goodby, Silverstein & Partners, I oversaw communication strategy for multiple campaigns targeting creative professionals and business decision-makers. In addition to buying advertising for Adobe, I consistently used a percentage of their media budget to produce a variety of partnerships, events, and non-traditional advertising that helped extend the reach of their marketing. 

LAYER TENNIS

For the release of Adobe Creative Suite 3, I approached the creator of a popular online design game, Photoshop Tennis, and hired him to bring it back and reboot it as Layer Tennis (utilizing more of the Creative Suite than just Photoshop).

Every Friday, for ten weeks, we hosted a live design challenge online between two designers. They would volley an Adobe file back-and-forth, remixing and redesigning with twenty minutes per turn. All the while, a commentator cracked wise and engaged the audience who watched along. 

We averaged 50K viewers every week in the first season, which helped it get renewed for several more seasons. 

Both Layer Tennis and the overall campaign for CS3 won numerous creative and effectiveness awards and was finalist for the Titanium award at Cannes.

All of the previous seasons are still viewable on its website. In addition, here are video recaps of Seasons 2-4 plus an exhibition season that featured the audience: