In an era of mobile devices and paperless offices, managing documents online is important — but sometimes painful. To simplify the process, Adobe has rolled out Document Cloud along with a print and online campaign by Goodby Silverstein & Partners San Francisco.
Speaking to Campaign, Adobe Senior Creative and Media Director Alex Amado said, "The ads are visual and visceral," dramatizing the "obvious frustration everyone experiences" when wrangling documents.
A mobile campaign lets viewers crunch the ad with a multitouch gesture, akin to balling up a piece of paper.
The ads by GS&P continue the partnership between the software maker and agency over the past 10 years.
Strategy director: Anne Faricy
Strategist: (Sr) Joe Gruchacz, Victoria Barbatelli, (Jr) Tara Hughes
Photographer: Claude Shade
Designer: Angie Elko
Creative director: Patrick Knowlton, Will Elliott
Creative chairman: Rich Silverstein
Creative Agency: Goodby Silverstein & Partners San Francisco
Copywriter: Jonathan Pelleg
Business affairs: Heidi Killeen
Art director: Jen Hart
Account manager: Chelsea Bruzzone, Cassi Norman
Account director: Joel Giullian