ABOUT

In 2025, enterprises everywhere were searching for an AI partner. At the same time, despite its decades spent innovating its ubiquitous creativity and marketing technology, only 15% of business leaders recognized Adobe as an AI authority. To change this perception, we needed to evolve our proposition: from product to partnership. So, we developed a platform that speaks directly to CMOs, saying: No matter your industry or AI maturity, whatever your "it" is — It starts with Adobe.



We launched with an anthem film that opens on sensory overload to capture what marketing feels like today. Then, the signature Adobe red lens appears bringing various data points and customer insights into actionable focus for our CMO protagonist. At every touchpoint, we told our story of Adobe AI-powered transformation. From chaos to clarity. Busywork to breakthrough work. Problems to solutions.



We showed up where our audience forms their opinions, from traditional media and cultural moments to industry conversations. We took the campaign global, leveraging the biggest moments across markets. From the Super Bowl to Mobile World Congress Barcelona to Cannes, we drove a 61% lift in organic web traffic, 1.6 billion global impressions, a 30% ROI increase, 50% pipeline growth year-over-year, and a 5x jump in Adobe's AI credibility, from 15% to 79%.



The lesson: Craft and storytelling move the needle in ways product-pushing never could. Brands connect deeper by stepping into people's shoes, not competing for eyeballs. "It starts with Adobe" proved the transformative power of creativity, marketing, and AI combined.