Adobe has always billed itself as an essential tool for creators, and a new spot for the brand focuses on Black creators and the way they see themselves. “When I See Black” is a montage of illustration, photography, fashion and portraiture from 12 Black artists: Esther Luntadila, Crystal Kayiza, Temi Coker, Barry Yusufu, Devin Wesley, Aurélia Durand, Shani Crowe, Yannis GuiBinga, Asia Hall, Lawrence Agyei, Ismail Zaidy and Joshua Kissi.
The 60-second ad from 72andSunny Los Angeles highlights each artist’s work along with their voiceovers describing their response to the prompt posed by the title, backed by Gregory Porter’s “Revival.”
It is running on social media and digital placements, as well as during Hulu programming, including the Oct. 20 showing of “Black Stories Presents: Your Attention Please” hosted by Craig Robinson.
“Seeing creators like yourself, especially for this next generation, is absolutely crucial,” said Ann Lewnes, executive vice president and chief marketing officer at Adobe, in a statement. “We are proud to be celebrating the vibrant spectrum of creativity that exists in the world, because we all benefit when more perspectives are shared.”
Adobe's showcase of Black creative talents follows SheaMoisture's first campaign in two years, which brought together a host of Black female artists to create a visually arresting anthem spot.