Adobe ×
The Presets.
Art direction and full campaign design for Adobe's Lyrical Masters competition — a world-first user-generated lyric video in collaboration with The Presets and Universal Music.
Art direction and full campaign design for Adobe's Lyrical Masters competition — a world-first user-generated lyric video in collaboration with The Presets and Universal Music.
Client
Adobe Creative Cloud
Agency
BRING / Universal Music
Role
Senior Designer
Industry
Tech · Music
#LyricalMasters — Adobe Creative Cloud × The Presets campaign identity
The Campaign
As Senior Designer at BRING — Universal Music's in-house creative agency — I was responsible for the full creative execution of Adobe's Lyrical Masters campaign. This covered brand identity, microsite design, and all graphical and video elements from initial brief through to launch.
The campaign challenged creatives across Australia and Asia to design one of 100+ individual lyrics from The Presets' track 'Tools Down' using Adobe Creative Cloud — then submit their work to be selected by The Presets, their longtime visual collaborator Jonathan Zawada, and Adobe. Every winning entry was compiled into the band's official lyric video, released May 2019 — making it one of the world's largest user-generated music videos.
Media was amplified through partnerships with Spotify and Monster Children, targeting Australia's creative student community. Winners received a year of Adobe Creative Cloud and artwork signed by Kim Moyes and Julian Hamilton.
Campaign microsite — 'Tools Up For Tools Down' entry portal, designed for Adobe CC
Prize structure and brief — Adobe CC for a year, artwork signed by The Presets
Campaign promo — produced by Entropico, art directed as part of the Lyrical Masters campaign
