Byron McIntosh

Client: Adobe / WSU

Focus: Adobe Express

Project: Adobe Express Advert Campaign proposal.

Tagline: On the Go

Usage: Adobe x WSU

For the Adobe Express advert campaign proposal, I designed the logo tagline “On The Go,” reflecting the versatility and accessibility of Adobe Express. This creative decision was inspired by the Western Sydney University (WSU) student experience of commuting on public transport to and from campus. The tagline’s italic typeface and directional arrow echo the Adobe Express logo, incorporating its gradient color and the arrowhead derived from the negative space in the ‘A’ logo.

The “On The Go” advertisement strategy emphasizes the convenience and versatility of Adobe Express for WSU students through cinematic advertisements tailored to their everyday experiences. By showcasing relatable narratives, these advertisements demonstrate how Adobe Express can seamlessly support students’ academic and personal lives as a convenient tool.

An existing advertisement campaign for Adobe Express focuses on demonstrating the software’s capabilities in niche scenarios. However, these videos do not fully reflect the target audience’s experiences, giving the “On The Go” campaign an opportunity to better connect with WSU students.

To further enhance the campaign, I developed two detailed storyboards. Each storyboard includes specific cinematic techniques such as setting, composition, angle, movement, timing, blocking, and transitions from talent to Adobe Express demos. The narratives within the storyboards focus on various use cases, such as: Creating presentations, Accessible and continuous use across devices, Creating a brand for a business.

For instance, the advert highlighting versatility on the train opens with a close-up of a wristwatch, symbolizing the pressure of time and a fast-paced workflow. These techniques were chosen to create scenes recognisable to WSU students and to enhance the perceived value of Adobe Express for its convenience and ease of use.