Adobe Lightroom : MAX Campaign

Performance Media

Objective

‍Lead the creative campaign promoting Lightroom's new AI features at the MAX conference. Required close partnership with cross-functional teams to craft strategic and engaging feature stories that maximized feature and product excitement, awareness to existing and new audiences.

Metrics: The MAX Lightroom campaign was a international success that drove a 35% increase in feature adoption across mobile and awareness and a 5% lift in ROI.

Platforms

Pinterest

Meta

GumGum

YouTube

TikTok

Snapchat

• Including ad buys with-in the NYT Food section for broader audience reach.

Feature Storyboard Concept

Letting the influencer…well influence.

The idea was to capture the MAX creative audiences attention through the influencers vantage point. The authenticity of this campaign drew audiences in and was highly successful in conversion and app downloads.

The MAX Performance Media Ad Storyboard showing the narrative.

A woman and her dog standing against a colorful, graffiti wall. The woman is dressed in bright, multicolored clothing with sunglasses, and the dog is sitting beside her. The image appears to be a social media post Canva, with a caption discussing Adobe Lightroom's feature, 'Generative Remove.' The post includes likes, comments, and a ‘Learn more’ button.

Meta: Background Removal

Instagram post showing a woman taking a selfie outdoors with a building and sky in the background. The post features Adobe Lightroom's Quick Actions for Sky, Retouch, and Pop, and includes a caption about new quick actions in Lightroom.

Features: Quick Action

An advertisement for Lightroom showing a side-by-side comparison of a photo with editing options. The text reads: "Adobe Lightroom. Your style on speed dial." Various editing features such as "Quick Actions," "Sky," "Retouch," and "Pop" are displayed on the image.

An advertisement for Adobe Lightroom features a woman in colorful clothes posing outdoors, with a smartphone screen displaying her image. The background includes bright yellow and gray color blocks, with text highlighting quick editing actions like 'Sky,' 'Retouch,' and 'Pop.' The ad emphasizes easy photo editing with new Lightroom Quick Actions.

Hero Feature

Advertisement for Adobe Lightroom showing a woman posing on a city bridge with a smartphone camera overlay, highlighting features like quick actions, sky, retouch, and pop filters.

A woman wearing sunglasses, a colorful patchwork top, and a pink plaid skirt poses with a large black and white dog against a vibrant blue and yellow mural wall.

Three promotional images for Adobe Lightroom showing features like quick actions, object removal, sky replacement, retouching, and photo pop. The images feature a woman in colorful clothing, a woman with a dog, and a woman taking a selfie with a city

Young woman smiling and taking a selfie outdoors between tall buildings on a partly cloudy day.