Adobe makes world class professional grade creative software, the challenge? Gen z doesn’t care. 

The challenge 

Get the next generation of students to invest in their creativity. Much of what Adobe has been able to do for students has been taken over my social media editing tools and other free tools. Our challenge was simply to get ramen eating college students to spend $20 a month on software they don’t think they need.

Audience truth

Our audience isn’t just of a particular generation, they are at a stage in their life where they are in the process of exploring who they are.

While all of gen Z may not go on to become professional designers, they can relate and aspire to the power of the process of creativity. 

The shift

It’s not about the output, creativity is about shaping and sharing what makes you, you.

Strategy

Adobe helps you explore the unexpected

Creative

Create What’s True to You

Make the Leap

Tierra Whack