Adobe Acrobat

design

art direction

design art direction

DO That with Acrobat.

Nearly every business professional uses PDFs in the course of their work, but most of them aren’t PDFing to their fullest potential. That’s where Acrobat and its powerful suite of tools come in.

In this campaign for Adobe, we demonstrated all the many ways business pros can Do That with Acrobat, highlighting the program’s most surprising and impactful offerings.

I need a hero (video).

To help tell a cohesive product story across the campaign, we began first with a single hero video. The Acrobat Sizzle became our north star while developing the nearly 100 units that followed. The video established an adaptable and repeatable design and motion language that we carried throughout paid social, display, PR, and email assets.

Generate PResentations

Share PDF Spaces

Create Audio Overviews

And when I say repeatable…

I really mean it! For this one campaign, we created 95 unique assets, each highlighting a specific Acrobat tool, and tailored to specific audience sectors. Take a look at some of those assets below!

Audio Overviews - PR GIF
Shared PDF Spaces - PR GIF
Generate Presentations - PR GIF
Generate Presentations - Paid Social
AI Assistant - Paid Social
Generate Presentations - Paid Social
Generate Insights - Paid Social
Audio Overviews - Paid Social
Audio Overviews - Email
Generate Presentation - Email
Shared PDF Spaces - EmailNew List Item

And finally, a note On Falsifying Documents.

For this campaign and many others, I crafted dozens of Demo Docs, or realistic but fictitious PDFs for use in our assets. These documents needed to be eye-catching and unique, but still practical and detailed enough demonstrate Acrobat tools. Each document was designed to speak to a specific audience sector—marketing professionals, parents, or salespeople, to name a few.

I’ve included a smattering of some of my favorite docs below.