Adobe, Goodby Silverstein To Debut Ode To Creativity During Oscars Telecast


Robert Goldrich
Thursday, Feb. 6, 2020


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Adobe’s new campaign from Goodby Silverstein & Partners (GS&P) will kick off with a mixed-media commercial that is an ode to the democratization of creativity. Titled “Creativity for All” and produced by the Buck studio, the :60 is set to the song “Pure Imagination” sung by Gene Wilder and features icons of the digital era such as Shepard Fairey and Malala Yousafzai.

“For generations, creativity was reserved for the lucky few with the means to pursue their passions. But thankfully, times have changed–and in today’s world, the tools to create are available to everyone, everywhere,” said Wes Phelan, creative director, GS&P. “’Creativity for all’ is more than a film. It’s a rallying cry for the modern era of creation. A call to arms for creatives and creators across the world.”

GS&P creative director Matt Edwards noted that the spot reflects “a commitment by Adobe and Goodby Silverstein & Partners to continue working toward a world where everyone who wants to make something, can.”

In addition to the TV commercial, Adobe will launch a social campaign with philanthropic partner Teach for America. Under the #CreativityForAll banner, the campaign will serve as a call to action that everyone can express themselves creatively. Audiences, viewers, followers and fans will be encouraged to think about their Oscar moment and who they would like to thank. For every hashtag, #CreativityForAll mention, Adobe will donate $5 to @TeachForAmerica from Feb 6-11 to help inspire the organization with the goal of reaching 15,000 teachers and 500,000 students who otherwise wouldn’t have access to creative tools or programs.

“Creativity is the great enabler and it’s within all of us,” said Ann Lewnes, EVP and chief marketing officer at Adobe. “Creativity has the power to influence politics, culture and social norms so it’s critical that we hear from a broader, more diverse set of voices, especially the next generation of creators.”

The mixed-media commercial will be further complemented by a separate first-of-its-kind “thank you” trailer made for the creative community, recognizing every artist who had a hand in creating the beautiful imagery featured in the spot with over 1,000 names and 459 lines of credit.

Music house Human did the arrangement on "Creativity for All." Sound design/audio post house was One Union Recording Studios, San Francisco.


Client Adobe Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, co-founders/partners; Margaret Johnson, chief creative officer; Matt Edwards, Wes Phelan, creative directors; Jason Gan, art director; Clark Chamberlin, copywriter; Leila Gage, head of broadcast production; Tess Kenner, executive producer; Jim King, director of graphic services. Production/Animation/VFX Buck L.A.  Ryan Honey, executive creative director; Jenny Ko, creative director; Georgia Tribuiani, creative director; Richard Gray, associate creative director; Luisa Murray, exec producer; Sunny Sattari, Ryan Mack, producers; Daniel Coutinho, animation director; Esteban Esquivo, Peter Kallstrom, animation leads; Paal Rui, Billy Kostka, Marianne Karaan, Andrew Gura, editors; Silvia Bassoli, storyboard artist; Ayla Murtada, Ben Nichols, Camily Tsai, Chelsea Lee, Dae-Han Yi, Daniel Hyo Kim, Debora Cruchon, Esther Moon, Eve Hodgkinson, Jigyu (Jigs) Yoon, Jong Lee, Kenneth Robin, Kevin Kim, Lauren Gaballo, Lina Yu, Mike Payne, Mike Tello, Shannon Rollins, Soon Joo, Zoe Schneider, designers; Jake Armstrong, Jasmine Ung, Jasper Hilgers, Junyi Xiao, Kyle Griggs, Sam Kim, Stephen Loveluck, Taylor Griggs, Zach Eastburg, animators. (Toolbox: Adobe Photoshop, After Effects, Premiere) Mix & Sound Design One Union Recording Studios, San Francisco Eben Carr, sound designer/sr. audio engineer; Jaylen Block-Smith, exec producer. Music “Pure Imagination” Gene Wilder, vocals; Anthony Newley, Leslie Bricusse, writers. Human, arrangement. Carol Dunn, executive producer.

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