I helped lead the creative direction for this campaign, focusing on attracting net-new mobile-first customers to Lightroom’s premium service. The strategy centered on showcasing the benefits and value-add of the new AI features.

To launch a successful global campaign that drives consumer engagement and product awareness across multiple audience segments (Retention, Acquisition, and Existing Users/Returning Users), utilizing customized messaging and strategic user journeys to deliver a seamless customer experience.

Metrics: Achieved a 20% increase in app downloads and an 8% boost in user engagement.

On-Set creative direction

Developed the strategy document 

Developed the shot list

Creative direction: agency partners + producers

Managed deliverables - in-house designers

Partnered closely with copywriters

Provided creative direction on stylistic decisions

Took behind the scenes photography on-set