Design

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Adobe and mcgarrybowen's hovering art director is the ultimate work toy

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Recognising the dynamic between hard-pressed designers and their indecisive art directors, ACHTUNG! mcgarrybowen and Adobe are launching a competition to win the Hovering Art Director action figure. This highly recognisable character promotes the benefits of Adobe Stock, the stock-integrated service for the Creative Cloud that can make designers’ workflow easier. Walk into any creative agency and you’ll see a limited-edition vinyl toy or two. Now designers are getting the chance to win their very own desktop critic by submitting their favourite ‘hover’ lines. This one comes complete with motion-activated feedback – and the kind of pensive look only mastered by a true hovering art director. Adobe will be awarding action figures to the most original entries on their website – judged, of course, by a team of real-life hovering art directors.

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Shaped and designed in collaboration with design studio YumYum London, the Hovering Art Director features a speaker with 19 lines of wisdom, produced with Studio Sophisti. The lines were thought up by the creatives at ACHTUNG! mcgarrybowen. The HAD comes in Adobe-branded packaging that tells the story of Adobe Stock and makes it feel like a true collectible that designers will want to have on their desks. He even features all the clichés of a proper art director, including geometric tattoos, limited-edition sneakers, skinny jeans, and a notebook full of award-winning ideas.

Daniël Sytsma, Creative Director at ACHTUNG! mcgarrybowen, said: “We turned an everyday situation that pretty much all designers can relate to into a campaign for Adobe Stock. The idea resonated so much in the creative industry that we just had to go one step further and make a limited edition Hovering Art Director action figure that any agency can try to get their hands on. We wanted to make a campaign that is relatable to the creative community, showing that Adobe understands the daily struggle of designers. In this project, both creatives and designers were involved from the very beginning.”

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Starting on 8th May 2017 and continuing for two weeks, Adobe will award talking Hovering Art Director action figures for the most original and outrageous quotes. Designers and creatives will have the chance to enter their favourite sayings at www.hoveringartdirector.com and share them on social media. The best submissions will be shown throughout the competition.

The HAD is basically a collection of all the art directors we’ve ever worked with before”

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