The idea was to incorporate Adobe’s stock offering into the daily life of anyone working in the creative industry. The result was a campaign that tapped into agency life with a recognizable figure starring as the main character: The Hovering Art Director.
The campaign also included live webinars that demonstrated the making of the WolfBear artwork. But, to really get into the designers’ workspace, we used their love of toys by introducing the Hovering Art Director action figure.
Through an online competition, designers could win a talking 8-inch high figurine that featured all clichés of an art director; tattoos, skinny jeans and a notebook with award-winning ideas. The figure even had 19 pre-recorded one-liners, such as ‘Just make it pop!’. To win the action figure, creative agencies were asked to share their best, most cringe-worthy Hovering Art Director one-liners. They could visit the competition website and use a template to share their quote on social for a chance to win an action figure.