A Social-First Global Campaign
As Adobe’s all-in-one mobile photo editing app, Photoshop Express had the challenge of introducing itself to a new audience—one that expected ease and speed in their editing, but still associated Photoshop with professional, industry-level tools. The goal was to position Photoshop Express as an accessible yet powerful app while maintaining the prestige of the Photoshop brand.
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Social strategy
Content playbook
Visual guidelines
30 sec / 15 sec launch video
IG content
In-app theme creation
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Creative (Art) Director, Brooklyn Brothers
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Graphic Designer - Olive Duffy
Copy - Jon Yasgur
Strategy - Evan Confield
The Creative
The campaign reintroduced Photoshop Express with a fresh, social-first approach:
Visual storytelling that showcased big transformations in just a few taps.
UI-focused creative that highlighted the intuitive, easy-to-use design.
Classic Photoshop elements (checkered backgrounds, magic wand tool, layers panel) to reinforce brand recognition.
A mix of paid and organic social content designed for engagement and discovery.
