Adobe's Document Cloud takes flight in ads

Software maker works with GS&P San Francisco to dramatize the frustrations of document management

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.

Read: Adobe celebrates Photoshop's 25th anniversary in TV spot

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.

Campaign credits

Client: Adobe
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

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