, art directorSpencer Riviera
, Goodby, Silverstein & Partners, writerKeith Anderson
, creative directorMike Geiger
, Goodby, Silverstein & Partners, producersGoodby, Silverstein & Partners
, project design and developmentGoodby, Silverstein & Partners
, ad agencyAdobe Systems, Inc.
, Honest/Honest/INTERspectacular/INTERspectacular, client
"The level of quality and finesse in the design of this site make it a perfect match for the premium products being presented." —juror David Young
"I think I played with this app for about half an hour. And I have a short attention span. It is both entertaining and educational, with a simple interface that conveys complex messaging, and a style apropos to Adobe’s personality and reputation." —juror Robin Naughton
Overview: Created to showcase the latest version of Adobe's Creative Suite, this microsite gives users a hands-on demonstration of key product features. Changes made to the content are preserved as visitors move through the site, which also features an array of explanatory videos and downloadable PDFs.
• 6 customer videos
• Multiple Easter eggs
• 500,000 visitors in first 3 months
Comments by Courtney Spain:
"Developed as part of Adobe's CS2.3 launch, Creative Mind is an incredibly engaging and interactive Web experience that showcases Adobe customers and the amazing things they've created.
"We had one simple rule: Speak to designers in their own language. Instead of just talking about the technical capabilities of the Adobe software package, we decided to demonstrate them in a visually compelling way. Through an abstract representation of the universe inside a designer's head, we were overwhelmingly successful.
"The experience itself allowed visitors to investigate new CS2.3 features by taking a journey through the site's three different worlds: 'Must. Work. Fast,' 'Impossible. Possible' and 'I Love My Gut.' Each section symbolizes the qualities inherent in a designer's creative process: efficiency, curiosity and intuition. We populated each section with interactive animations representing different tools within the suite, along with imagery and short documentaries each design firm.
"The abstract nature of the site—the fact that it lacked a traditional structure or navigation—seemed appropriate considering the abstract nature of creativity. Once we made the leap away from logic, anything and everything became possible: singing worms, dueling hot dogs, clouds raining color, etc. We just tried to push it as far as it could go.
"The process was made infinitely easier by a truly collaborative spirit. Since all of us already spend more time with the Creative Suite than we do with our loved ones, it seemed we made the perfect team for this project. Through dedication and teamwork, the site went up in three months! The best part of the project? The hilarious, hours-long brainstorming sessions based on the creative metaphors used on the site.
"The hard work of this small team paid off and the creative community responded with a sigh of relief, thanking Adobe for presenting its core technologies in a way that made sense to them."