Los Angeles, CA
Adobe, a global leader in creative software, sought to celebrate and promote diversity through their Diverse Voices platform. This initiative highlighted the work of underrepresented creators, ranging from Black artists to women and API communities. The goal was to create a visual animation system that would bring the platform to life, showcasing the full spectrum of artistic expression in a vibrant, dynamic way.
As Adobe and 72andSunny developed the Diverse Voices platform, they needed a partner to bring it to life through animation. The platform was a celebration of creativity and inclusivity, and the animation system needed to embody these values while maintaining Adobe’s signature style. We were brought in for our expertise in 2D animation and our ability to create smooth, seamless visuals that could flex around diverse artistic expressions.
The process began with understanding Adobe’s vision and the creative concepts developed by 72andSunny. Inspired by Adobe’s vibrant gradient of colors, we designed a system of animations that flowed seamlessly, symbolizing the spectrum of art and the interconnectedness of diverse creators.
The animations were primarily created in After Effects, using smooth transitions and vibrant color palettes to highlight the platform’s energy and inclusivity. Each piece of animation was crafted to support the artwork and stories of the creators featured on the platform, ensuring the visuals enhanced rather than overshadowed the message.
The final deliverable was a cohesive animation system that could be used across multiple touchpoints to promote the Diverse Voices platform. The seamless transitions, vibrant gradients, and fluid design elements created a dynamic and engaging visual identity that celebrated the diversity and creativity of Adobe’s featured artists. The animations served as a bridge between Adobe’s branding and the personal stories of the creators, tying everything together in a meaningful way.
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