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During the early phases of the Covid-19 pandemic, Adobe was forced to convert its annual Adobe MAX conference into a 100% digital experience. Adobe MAX, The Creativity Conference, brings together thousands of graphic designers and other creative professionals for an inspirational three full days of luminary speakers, celebrity appearances, musical performances, global collaborative art projects, and tutorials on the latest in creative technologies. The bellwether company wanted to offer virtual attendees the same interaction and intrigue that are hallmarks of the company’s marquee physical conference, in a uniquely immersive and engaging digital experience.
Adobe’s Street Artist Showcase is a highlight of their MAX conference, where Adobe-community created art is unveiled. In 2020, the Street Artist Showcase had to be as immersive, engaging, and inspirational as ever, but it had to be virtual. Adobe tapped Trademark Events to rethink its approach.
Together, they conceived, filmed, produced and delivered an immersive, engaging virtual experience equal to the physical world. Even better, the virtual Adobe Art Walk reached exponentially more people than the traditional event could, expanding Adobe’s brand and supporting its mission to engage creative professionals on every continent.
The Adobe Art Walk was conceived as a virtual walk down streets of six global cities to marvel at important works of some of the world’s most talented and diverse street artists. The team wanted people to feel like they were stepping out and experiencing different global communities. The team identified quintessential street art scenes that captured the ethos of Adobe’s Creative Cloud users. Trademark leveraged its global network of production crews to capture important street artist installations in Fanzara (Spain), Kobe/Osaka (Japan), Dakar (Senegal), Mexico City, Fort Smith (Arkansas), and Kaohsiung (Taiwan).
To create a cohesive experience that inspired and immersed the audience, Trademark defined a unique approach and detailed shot list for crews in each city. Producers then assembled, edited and combined video and audio of authentic regional music to the footage to produce compelling final reels that transported virtual conference attendees across five continents.
Beyond engaging attendees visually, the team wanted to inspire artists with sounds and activities beyond the event to encourage them to create and collaborate using the Adobe Creative Cloud. In addition to the Art Walk videos, Trademark extended the experience with interactive content that further immersed attendees. Creative use of digital coloring books, audio experiences like singing bowl meditation, ambient awakening, and bio-soundscapes capture and engage users. The event also featured artists who created art out of junk mail, or made insects out of found plant materials, paper sculpting, and creative animal video streams using Adobe products. All of these creative activities can then be extended using the Adobe product set, again creating a long digital tail, leveraged in marketing activities.
Adobe MAX 2020 and the Adobe Art Walks had more than 21 million total video views across all channels, over 2.2 million visits to the event site on adobe.com, and more than 50 million social interactions. The Art Walk was the series that Adobe promoted the most on its social channels. Months later, the project continues to deliver results, through on-demand views and social sharing.
