Adobe Primetime

For a period of time, software developer Adobe proposed integrating broadcast services into their marketing cloud. This was an approach to leverage ad tech at the broadcaster, mainly focused on dynamic ad integration. The customers were a shortlist, maybe 50 to 100 national broadcasters. My agency was selected to give this new product, called Adobe Primetime some credibility. Since it was a proposal, the internal Adobe agency wouldn’t touch it directly. We were assigned an art director but it was on us to come up with everything else to go to market at industry events, build out a comms plan, create explainer animations around core functionality, and a few other puff pieces to attract attention.

For started we developed an interactive timeline around the story and integration of digital TV. This was an info piece that lived for a time off of an Adobe.com subdomain. It was a click and explore execution on horizontal scroll mechanic, and was used at both events and in social.

 Integral to all of this was a series of videos (6 in total) that conveyed the concepts and core function of the Primetime suite: Ad insertion being key among them.

And of course none of this would be complete without a bench of icons that conveyed all the concepts around ad tech. New icons that Adobe didn’t currently have and that I personally developed with my design team.