FEED + Adobe: The Make It Challenge
In 2015, Adobe partnered with FEED, the social-good brand founded by Lauren Bush Lauren, on the Make It Challenge: three creative teams, each pairing a copywriter with an art director, given 72 hours to conceptualize and pitch a holiday campaign for FEED, mentored by Sub Rosa founder Michael Ventura. Adobe filmed the entire process and released it as a web series on Adobe's Create platform. The idea was Megan Dale's: she drove it from Adobe Community Partnerships into Adobe Studio, and I partnered with her from there to bring it to life.
My role covered finding and onboarding the right talent for the challenge, being on-site throughout production for support, creative insight, and a visual point of view, and filing daily live updates on how the week was unfolding. I handled Adobe tools support for the competing teams and made sure Adobe's brand showed up appropriately throughout. I also concepted the title sequence for the videos, produced the visuals used for display and thumbnails, and served as the point person between FEED and the project for graphic assets.
Team 2, art director Alejandro Chavetta (Astro Studios) and copywriter Matt Walker, won the challenge with "Follow My Lead. FEED.," a campaign starring Jon Batiste and photographer Jamie Beck modeling FEED products on the streets of New York, which went on to run in InStyle and Vanity Fair. Dan Cowles led an Adobe video crew on-site for the full week of production, and we brought in a production artist along with the fashion film team Gus & Lo to help each of the three competing teams bring their pitches to life.
Day One: The Brief
Day Two: Heads Down
Day Three: The Pitch
Day Four: Ready, Go
Day Five: Reset
Day Six: The Review
Day Seven: Deadline
Credits
John Caponi / Creative Lead / Talent sourcing and onboarding; on-site creative support; Adobe tools support and brand oversight; concepted the title sequence; produced display and thumbnail visuals; FEED's point person for graphic assets
Megan Dale / Adobe Community Partnerships / Originated and drove the Make It Challenge
Dan Cowles / ECD, Video / Led the on-site video crew documenting the week