Goodby Silverstein and Partners for Adobe

Each week, The Examiner showcases an advertising campaign by a local company

Client: Adobe Systems Inc.

Job: Create buzz about the launch of Adobe Systems Inc.’s latest offering to the creative industry — Adobe Creative Suite 3

Agency: Goodby Silverstein and Partners, San Francisco.

Creative team: Rich Silverstein, executive creative director; Will Hammond, creative director; John Matejczyk, group creative director; Bryan Houlette, art director; Roman Tsukerman, writer; Kenna Takahashi, producer; artwork by Brand New School; digital installation by Obscura Digital.

The plan: The interactive wall runs from July to August in Union Square, New York City and from August to September in Piccadilly Circus, London, England. It is supported by wild postings and accompanied by interactive banners.

The theme: “Creative license. Take as much as you want.”

The concept: As you walk by the interactive wall, a sensor catches your movement and moves a digital slider. The slider represents you taking creative license. You can either take a little, or a lot. As the slider moves, artwork and animation is revealed on the wall. At the end of every interaction, there is a message announcing the new products and artwork resets and begins again with the next person who interacts with it.

Kenna Takahashi

Age: 38

Position: Senior interactive producer

Education/background: B.A. psychology and English

What drove your development of the concept? Bryan showed me a PDF and said “that got approved, make it.”

Bryan Houlette

Age: 34

Position: Art director/designer

Education/background: University of Oregon; Fine Arts/Design

What drove your development of the concept? The freedom of creativity.

Will Hammond

Age: 38

Position: Creative director/senior art director

Education/background: Rhodes University; Fine Arts/Photography

What drove your development of the concept? The opportunity to bring the products to life.

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