D&AD New Blood Wooden Pencil 2024

Creative Team

Tim Goetze
Nikolas Sandevski
Andrew Barnes
Caroline Filips
Jessica Bickmann
Claire Mirsky

With the staggering popularity of tutorial videos on YouTube and high online search volumes for 'how-to' Adobe content, we saw an opportunity to engage a broader audience by leveraging pop culture icons in an unexpected way

Attract 18-26-year-olds to Adobe by integrating the brand into their cultural interests, making it relevant to their creative passions. Revolutionize tutorials with engaging content and celebrity involvement, transforming the learning experience into a relatable and inspiring journey, and showing that with Adobe, anyone can be creative.