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Editors' Choice

Creativity is Pure Imagination in Adobe Oscars Ad

'Creativity for all.' is a beautifully crafted, multi-pronged campaign by Goodby Silverstein & Partners

Creativity is Pure Imagination in Adobe Oscars Ad

Adobe is launching a new campaign that will kick-off during this year’s Academy Awards with a 60-second ode to creativity. The commercial, called ‘Creativity for all.’, is set to the song 'Pure Imagination', by Gene Wilder and features icons of the digital era such as Shepard Fairey and Malala Yousafzai.

The mixed-media commercial will be further complimented by a first-of-its-kind 'thank you' trailer made for the creative community, recognising 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.

“'Creativity for all.’ is a 60-second ode to the democratisation of creativity, featuring icons of the digital era like Shepard Farey, Malala Yousafzai and the credit list – with well over 1,000 names – includes a thank-you to every person who has ever opened an Adobe program,” says Matt Edwards, creative director at GS&P. “It’s a commitment by Adobe and Goodby Silverstein & Partners to continue working toward a world where everyone who wants to make something, can.”

“Creativity is the great enabler and it’s within all of us,” adds Ann Lewnes, executive vice president 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.”

In addition to the TV commercial, which was created by Goodby Silverstein & Partners, 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.

“At Teach For America, we believe that every child deserves the chance to discover their passions and gifts in life and gain the knowledge and skills they need to fully live into their unique abilities,” says Teach For America CEO Elisa Villanueva Beard. “We’re excited to partner with Adobe to expand students’ access to creative technology in the rural and urban communities where our teachers work. This new effort will help unleash the power of the imaginative and original thinking that goes on in our classrooms every day and ensure that our students can share their stories and gifts with the world.”

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Ad Agency: Goodby Silverstein & Partners

Client: Adobe

Title of Creative Work: 'Creativity for All'

Live Date: cinema 11/22, digital 12/20 (TBC)

Adobe

Executive Vice President and Chief Marketing Officer: Ann Lewnes

Vice President, Experience Marketing: Alex Amado

Chief Creative Director: AJ Joseph

Director, Advertising and Production: Joel Giullian

Creative Co-Founder/Partner: Jeff Goodby

Co-Founder/Partner: Rich Silverstein

Chief Creative Officer: Margaret Johnson

Creative Director: Matt Edwards

Creative Director: Wes Phelan

Art Director: Jason Gan

Copywriter: Clark Chamberlin

Production

Head of Broadcast Production: Leila Gage

Executive Producer: Tess Kenner

Graphics

Director of Graphic Services: Jim King

Account Services

Managing Partner: Brian McPherson

Account Manager: Meghan Mast

Assistant Account Manager: Hannah Hadley

Business Affairs

Director of Business Affairs: Judy Ybarra

Senior Business Affairs

Manager: Heidi Killeen

Production Company

Director: Buck Executive

Creative Director: Ryan Honey

Creative Director: Jenny Ko

Creative Director (Interim): Georgia Tribuiani

Associate Creative Director: Richard Gray

Art Director: Kyle Strope

Executive Producer: Luisa Murray

Producer: Sunny Sattari

Producer: Ryan Mack

Animation Director: Daniel Coutinho

Animation Lead: Esteban Esquivo

Animation Lead: Peter Kallstrom

Editors: Paal Rui, Billy Kostka, Marianne Karaan, Andrew Gura

Storyboard Artist: Silvia Bassoli

Designers: 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

Animators: Jake Armstrong, Jasmine Ung, Jasper Hilgers, Junyi Xiao, Kyle Griggs, Sam Kim, Stephen Loveluck, Taylor Griggs, Zach Eastburg

Mix and Sound Design

Company name: One Union Recording Studios

Senior Audio Engineer: Eben Carr

Executive Producer: Jaylen Block-Smith

Song

Music: ‘Pure Imagination’

Vocals: Gene Wilder

Writer: Anthony Newley

Writer: Leslie Bricusse

Licenses Courtesy of: Downtown Music Publishing LLC

Licenses Courtesy of: Taradam Music, Inc.

Licenses Courtesy of: The Roald Dahl Story Company Limited

Licenses Courtesy of: Warner Brothers Pictures

Music Arrangement

Company name: Human

Executive Producer: Carol Dunn

Creative and Arrangement by: Justin Hori

Genre: Animation , Visual VFX