Adobe spoofs “Hovering Art Director” in new marketing ad


Adobe has unveiled a new campaign – The Hovering Art Director – which takes a comical look at the relationship between art directors, designers and marketers, and the various factors that have to be taken into account when building a standout marketing campaign.

Featuring an art director, designer and marketer who are creating an advert for fictional WolfBear ginger beer, the viewers follow along as the designer uses Adobe Stock to keep up with the art director’s endless requests in real time, including adding ‘millennial friendly’ kittens, a metro ginger beard, a bear Casanova, and an epic volcanic explosion.


The WolfBear artwork (above) features over 100 individual Adobe Stock images.

“We really pushed the content to the maximum, looking for all sorts of images to make this crazy composition. We discovered firsthand how much quality and diverse content Adobe Stock offers. You just chuck a search term into the side panel and seconds later there it is in your comp,” said mcgarrybowen Amsterdam Creative Director Daniël Sytsma of his experience working with Adobe Stock to create campaign assets.

The campaign will expand in the weeks ahead, with action figures and a “cheeky” meme generator rolling out.

The full video is available to watch here, and you can read more on Adobe’s blog here.

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