The Hovering Art Director campaign was one of the most playful and relatable projects I led at Adobe. We wanted to promote the integration of Adobe Stock and Creative Cloud by leaning into a universal pain point every designer knows—the overbearing art director who hovers (sometimes it’s me), critiques endlessly, and demands the impossible. We created a viral video parodying this stereotype, positioned Adobe Stock as the savior for fast, on-demand assets, and even produced a limited-edition talking action figure that spouted classics like “Just make it pop.”

The campaign was a hit. The video generated over a million organic views, the Hovering Art Director action figure became a cult favorite, and the work went on to win many industry awards. More importantly, it connected with our community on a very human level—using humor to show that Adobe understands the daily challenges of creative work while proving that our tools can make the process faster, easier, and a lot more fun.