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11.07.13

"I Am the New Creative" spot

Online Ads, Consumer

Creatives today are far more diverse than their Mad Men-era counterparts. And they’re not simply illustrators, filmmakers or web designers—they’re all of the above, and more. Adobe’s visually stunning new web film, created by Goodby Silverstein & Partners, celebrates the interconnectedness of all these various disciplines. I Am the New Creative was released in September 2013 to mark Adobe’s one millionth subscription to its Creative Cloud.

Set to the tune “Default” by Django Django, the spot shows a series of artists with their work projected across their faces. Some additional artwork was crowd-sourced from the creative portfolio site Behance, and throughout the film, artists’ names are displayed in the corner of the screen with a pop-out link to their Behance profiles, so viewers can pause for a closer examination of the work and its creator.

Sam Luchini, art director; Roger Baran, writer; Will Elliot/Patrick Knowlton, associate creative directors; Rich Silverstein, co-chief creative officer; Claude Shade, photographer; Juli Lopez, director of photography; Jessica Gibson, animator; Erik Johnson, editor; Quinn Moticka, assistant editor; Brady Baltezore, director; Nathan Shipley, visual effects artist; Jim King, art producer; Joel Giullian/Todd Grantham, project directors; Dong Kim/Nicole Richards/Brendan Robertson/John Thorpe, planners; Todd Porter, music producer; Cat Reynolds, executive broadcast producer; Laura Black/Varoon “VJ” Jain, project managers; James Horner/PJ Koll/Katherine O'Hara/Chris Whitney, post-production producers; Cindy Fluitt, executive director of production; eLevel Films (GSP), production company; Goodby Silverstein & Partners (San Francisco, CA), ad agency; Adobe, client.

goodbysilverstein.com