The goal was to create a full-funnel campaign promoting the Adobe Lightroom photography app to a new audience. The core concept involved featuring professional photographers from diverse categories using Lightroom in action. This approach aimed to drive awareness and excitement by demonstrating how pros utilize the app's new product features. This execution was the final installment of the "Your Shot Your Story" campaign series, featuring Alex Lau, a successful food photographer based in New York City.

The objective was to promote the release of several AI features in Adobe Lightroom. I was instrumental in developing the creative strategy, oversee the full-funnel creative execution of global deliverables, and work closely with our cross-functional teams for tight alignment. 

Metrics: This campaign drove 10% more downloads, had a wider reach audience then previous YSYS campaigns. Provided stronger product and brand awareness, and had a 15% conversion metrics with Acquisition audiences.  

Photographed behind the scenes imagery

Provided creative direction on-set.

Provided creative direction on the still photography 

Provided creative direction: on and off set with food and lifestyle stylists

Partnered closely with producers on schedule, location, production tasks.

Provided creative direction on all deliverables with in-house designers & outside agencies

Worked closely with our internal writers and video producers.