The Brief

To promote Adobe’s Creative Cloud Back-To-School campaign in a way that would engage and entertain a student audience through the use of narrative and humour, while introducing them to key apps and features within Adobe Creative Cloud.

The Solution

A scripted, student-focused five-part mockumentary social content series dubbed ‘Shortcut To,’ profiling five unlikely characters on their journey to becoming a social media #influencer while taking as many shortcuts along the way as possible. The campaign aimed to be equal parts entertaining and informative, as each spot includes useful-yet unconventional mini-tutorials on how to use key Adobe Creative Cloud features.

Shortcut to Becoming a Flatlay Photographer

Meet Angela. Her life isn’t exactly in order– but her stuff is. Because when it comes to displaying everyday objects in aesthetically pleasing way, Angela has it down flat… so much so that she reckons she’s ready to go pro.

Shortcut to Becoming an International DJ

Meet Denis. He’s in the graphic design trade right now– but he’s taking the AUX cord into his own hands, and is planning on making his name as a DJ. You might doubt him now– but he has just the rubber animal mask to do it.

Shortcut to Becoming a Style Icon

Meet Hunter. He’s a big personality– and if he has his way, he’s going to be an even bigger brand. Sure, he’s only been on the scene for 3 days… but in an industry that thrives on novelty, isn’t it beneficial to not know what you’re doing?

Shortcut to Becoming a Fitness Celebrity
Meet Jessica. She believes in putting the work in– or, at least, encouraging you to put the work in. She thinks she’s so good at it, in fact, that she wants to go full-time fitness celebrity… and she’s willing to break a (mental) sweat to do it.

Longer-form Tutorials

In addition to our hero content pieces, we also created a series of longer-form tutorials with each of our #Influencers walking through creative cloud features in more depth. This series included tongue-in-cheek tutorials like ‘how to go to Paris without leaving your bedroom’ (Shortcut to Taking A Gap Year), ‘how to craft a dope #fitspo video’ (Shortcut to Becoming a Fitness Celebrity), ‘how to create your personal monogram using Illustrator’ (Shortcut to Becoming a Style Icon) and ‘how to Photoshop yourself into an explosive moment’ (Shortcut to Becoming an International DJ).