Adobe Brasil sought to bring its brand closer to the Brazilian creative community — not through tutorials or product demos, but through a genuine cultural connection.
The partnership with Sioux, which began in 2020, had already built a foundation of trust for bolder communication projects. It was time to create something that belonged to the culture, not just the brand.
The problem wasn't about awareness — it was about belonging.
Adobe needed to show it understood the reality of Brazilian creators: their language, their references, their struggles and achievements.
A conventional campaign wouldn't be enough. The goal was to give voice to those who create, not to speak for them.
The strategy started with the curators: before defining format or platform, we identified the artists.
We identified artists who represented the intersection of creative excellence and Brazilian cultural identity. From there, we conceived the project end to end in co-production with Areia Filmes — from the editorial concept to filming.
"Arte que Ginga" web series — episodes that dive into the creative process of Brazilian artists, with Adobe as enabler, not protagonist.
Concept & format: YouTube web series with episodes showcasing the creative process of artists across different disciplines. Adobe appears organically, as part of the toolkit of those who create.
Artist curation: Nave Beatz (music, Latin Grammy winner), Mayara Ferrão (design and illustration), Maíra Erlich (photography, National Geographic), Nay Jinknss (visual arts, PIPA Prize + FLIP), Aline Bispo (literature, Torto Arado), Fernando Nogari (motion design).
Editorial narrative: Each episode built around the process — not the final product. Adobe appears organically, as part of the toolkit of those who create.
Senior Product Marketing Manager, Adobe Brasil
Vitor Gomes