That’s pretty much what the Creative Cloud is about—all disciplines use it. Adobe wanted the campaign to work for all kinds of creative people, including students, and not just design professionals.
We got portfolios from Mary Scott, the Graphic Design chair at the Academy, and Phil Hamlett, the graduate director. Together, we chose Julia and Michael based on the range of their work. For being such young students [both graduate with BFAs this semester], they have a huge range: they’re sculptors, image makers, photographers. They seemed like the perfect fit for this project.
Where did the work take place?
The students came over to our offices several times and we developed directions. Because the timeline was short, we had to work out concepts that could be done on schedule. There was also a budget, too, so we couldn’t go crazy with our ideas.
We went through several rounds of concepting. Much of the production was over a week at Adobe’s headquarters here in San Francisco. The space Adobe offered us looks like a white gallery room in the building’s basement, but you can look down from the lobby and see the whole room. So in a sense the students were on display throughout the whole production phase. Adobe employees would look down every day to see what had been happening, which was fun.