Adobe Friends! ✨
I am a Social Creative Director with three years of experience leading creative teams for Adobe Social with agency partners like Outcast and Kvell. In my roles, I've been a pivotal member in major initiatives such as launching Adobe Firefly, captivating Gen Z audiences, warp-speeding downloads for mobile apps, and more.
With a proven track record of leading creative teams and developing social content for top brands like TikTok, Anheuser Busch, and Las Vegas, as well as being an avid Adobe user since age 12, this opportunity feels like a cosmic calling.
Armed with a laser vision for the brand and a knack for streamlining processes, I'm ready to be the Command+G in the Social Team’s layers ensuring stellar creativity and design across every channel and partnership.
Cool, now let’s dive into it ↓
Welcome to the wild world of
Adobe Newsroom
About Adobe Newsroom
Newsroom is an internal social franchise at Adobe where a mix of organic, evergreen, and trending content flourish across their various channels. As creative director/creator within this social team, my responsibilities have encompassed overseeing visual content, providing leadership to design teams, cultivating collaborations with top-tier influencers, and maintaining the creative point of view in content creation across Instagram, TikTok, and Twitter(I refuse to call it X). Going beyond post creation, I've formulated successful social strategies, harnessed the momentum of viral trends, orchestrated social-first launches for Adobe's latest products, and ensured repeatable processes to maintain brand values and benchmarks.
The Outcast Agency and Kvell
My Role: Oversaw design production, worked hands-on, led brainstorms, and presented concepts while collaborating closely with strategy.⤵
Newsroom fan favorites
Gen Z Creator Content / Influencer Relations
Photoshop
Express Creators
Putting creators to the test ✨
We were presented with a challenge from the Photoshop Express team to reshape their image on Instagram. Our objective was to reposition them as a brand that's associated with the Gen Z creators who use the app to craft culture, rather than being perceived only as a brand focused on a product that's trying to imitate culture.
We used Photoshop Express to challenge impossible imagery artists to showcase their creativity and encourage users to download the app. We emphasized shared moments, lifestyle aspirations, individualistic expression, and fundamental principles in content created by creators. By showcasing popular trends and poignant narratives, we followed the Gen Z approach to social media. The results were remarkable: a 291% increase in followers, 122% higher engagement rate, a 761% surge in social interactions, and the establishment of Photoshop Express as a pivotal figure in Gen Z culture.
Kvell
My Role: I have created concepts, approved and provided briefs to creators, designed frameworks, and managed production timelines to ensure timely deliveries.⤵
Template Creation / Influencer Relations
Express Influencers
Adobe Express it with creators
Adobe Express stands out as one of Adobe's most exciting new software apps, competing in the expanding domain of prosumer design apps like Canva. Adobe Express has swiftly become the preferred tool for entrepreneurs, students, social managers, and more. The Adobe team approached us with a unique request: to craft exceptional template designs for users to remix within the app and integrate a perspective rooted in actual user experiences. Hence, the inception of Express Influencers. We harnessed a network of creators boasting substantial followings, carefully aligned with the target audience profile, to curate templates tailored to their creative and audience needs. To demonstrate the ease of remixing templates, we created videos showcasing how other users and their brands can quickly adapt them.
The Outcast Agency
My Role: Oversaw design production, worked hands-on, led brainstorms, interviewed creators, and presented concepts while collaborating closely with strategy and the Adobe Express team.⤵
Social Moment
40 Years of Adobe
Getting weird for Adobe’s 40th Anniversary
Adobe was founded in 1982, which means that in 2023, it celebrated 40 years as a company that has pioneered digital creative tools and innovation. Our clients asked us to create social-first content that celebrates Adobe's significant moments and milestones. These milestones include the company's inception, the introduction of Photoshop, the creation of the PDF, and the launch of its first AI tools. To achieve this, we created a series of social media posts that reflect on past innovations, recognize the individuals and customers who played a role and inspire creativity and innovation for the next 40 years.
The Outcast Agency
My Role: Oversaw design production, collaborated closely with strategy and the Adobe team, worked hands-on, led brainstorms, interviewed creators, and presented concepts.⤵
Product Launch
Adobe Firefly
Revealing Adobe Firefly to the world
Adobe enlisted our team to help spread the word about their latest generative AI tool on social media. To succeed, they challenged us with the task of introducing the news in a manner that would allow their followers not only to engage but also to comprehend the tool as an enhancement to their workflow, without endangering their creativity or livelihood. Our solutions included creative FAQs for the audience, influencer tutorials, and lighthearted content designed to foster interaction within the creative community in a shareable manner.
The Outcast Agency
My Role: Oversaw design production, collaborated closely with strategy and the Adobe team, worked hands-on trialing the Adobe Firefly Beta, conducted Generative AI research with team, led brainstorms, and presented concepts.⤵
Having led creative teams for Adobe Social, I know what hits, slaps, or is 🔥 in the feed. But beyond that, my goal is to establish repeatable standards and ensure quality posts across channels.
This involves mapping the vision and serving as the cohesion point between vendors, managers, and the core team, allowing us to evolve with the rapidly changing creative audience today.
Supportive Event Content
Adobe MAX
Supporting Adobe MAX, every post of the way
With Outcast and Kvell, I led ongoing design and concept support on the ground for the last 2 years. My oversight and collective team efforts provided supportive content to enhance the in-event experience for virtual attendees worldwide. Utilizing social listening and extracting micro-insights from the event, we have successfully democratized moments, trending discussions, and the latest Adobe MAX announcements across various platforms.
The Outcast Agency and Kvell
My Role: Laughed. Cried 😉. Oversaw design, conducted social listening groups, worked hands-on, led brainstorms, and presented concepts while collaborating closely with strategy.⤵
All green flags, I will…
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Dive in headfirst, serving as director, strategist, designer, and creator to support the team and our partners.
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Maintain laser focus across channels and future campaigns, ensuring concept and design that even AI would envy.
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Foster collaboration among all stakeholders, guided by forward thinking and brand benchmarks.
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Show up with solutions, a fresh trend, or POV/insight to inspire the team.
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Be available for agency partners to reach out with questions and clear direction on creative needs or standards.
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Never be disconnected from the latest practices, design hype, or trending creators.
More skills
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Digital Content + Design Process
Oversight of post design, templates, AI prompts, and maintenance of multiple Adobe guidelines and brand/creator styles for online assets.
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TikTok Content
Perfecting edutainment content that creators on TikTok not only like💓 but save for later.
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Creator/Influencer Relations
From seeking out creators to briefing them and collaborating with them within speedy timelines.
More Social Projects
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Chevrolet Goalkeepers social + OLV
CW McCann, Detroit.
Art Direction and Design lead for the campaign. Oversaw concept, social extensions, video editing, and online content. Also won a bunch of Clios. ⤵
6 Clio Awards ☝️
R&R Partners, LA.
I was the Associate Creative Director who led the rebranding of the city and the rollout of its paid/organic social glow-up, here.⤵
Las Vegas Rebrand
ELA Advertising, LA.
I moved to California in 2018 and worked as an Associate Creative Director for TikTok at ELA Advertising. I led a small design team and directed some projects that I am proud of. Here are my favorites.⤵
TikTok
The Beach House, LA.
Lately, I’ve been Creative Directing on a fun e-scooter brand where I help oversee social content, influencers, online videos, guidelines, and more.⤵
Unagi
Design Systems With Collab West ↴
Video and GFX Direction ↴
Jaguar Racing → The Beach House
Keynote Animation → The Beach House
Man United Trailers → Commonwealth McCann
References? Ask a team member ↴
