Billie Eilish
Creative Challenge

Solution
We established a hyper-surreal creative direction for the campaign, exploring the idea of a surreal dimension and exaggerated reality. We used this concept to further define the photography, type, color, and motion styles for the creative challenge designs.

We had a full-day video and photo shoot with Billie, developing a shot list and creating prop materials that mirrored her artistic aesthetic. The footage and photography from this shoot was used for our final creative deliverables, including a full video prompting followers to partake in the creative challenge, as well as numerous social creatives across both Adobe and Billie's social channels.

The campaign was supported by organic social content, paid media, and a contest hub landing page.

Results
This campaign was one of Adobe's most successful of the year, generating 550% more new product trials than expected.

The creative challenge garnered a staggering 29M video views, 2.3M engagements, 33k+ social mentions, and 7k challenge entries, exceeding the campaign's goal of eligible entries by 380%.

My Role
As the lead designer, I ideated and pitched creative challenge ideas, collaborated with an art director to establish the look and feel, partnered on developing a video and photo shot list, and created the campaign's visuals in partnership with a motion designer.