Adobe Celebrates Creativity For All in Academy Awards Ad

Reads: creativity for all

by Adobe Communications Team

posted on 02-06-2020

At Adobe we believe that everyone is creative. Creativity is not exclusive or a special gift endowed only upon a lucky few. It belongs to everyone; it’s everywhere, and ultimately, creativity is what connects us all. It doesn’t just open doors. It opens worlds. It transcends borders and lowers barriers, crosses divides and dimensions.

With the explosion of devices, apps, and new media platforms, there never has been more creativity brought to the world than today, and we are in the golden age of creativity.

The Academy Awards is a pivotal time to mark this moment. Films, movies, the cinema—however you view it, creativity is core to how we relate to each other and how our stories are told. Movies transport us into different cultures, realities, and experiences. They allow us to see life, whether real or imagined, from the angle of the creative. And there is no more universal acknowledgement of this than the Academy Awards.

During the Academy Awards, we are taking a moment not just to celebrate the small piece of the world’s creativity being illuminated at the event, but also to honor the creativity of everyone all over the world.

We will air “Creativity for all,” a 60-second ode to the democratization of creativity, set to the song “Pure Imagination,” sung by Gene Wilder. The mixed-media film features icons of the digital era, like Shepard Fairey and Malala Yousafzai, and the production credit list—with well over 1,000 names—including every artist who had a hand in creating the beautiful imagery featured in the spot.

“Creativity is the great enabler, and it’s within all of us,” said Ann Lewnes, Executive Vice President and Chief Marketing Officer at Adobe. “Creativity has the power to influence politics, culture, and social norms, so it’s critical that we hear from a broader, more diverse set of voices, especially the next generation of creators.”

We are incredibly proud of our community and are committed to continuing our efforts to ensure that more people have the opportunity to tap into their creativity. That means starting where this foundation often begins—in the classroom and through educators.

Today we have entered into a partnership with Teach For America to bring more creativity and storytelling into the classroom through creative trainings, workshops, and tools. In 2020 we aim to reach 15,000 teachers and 500,000 students who otherwise wouldn’t have access to creative tools or programs.

“At Teach For America we believe that every child deserves the chance to discover their passions and gifts in life and gain the knowledge and skills they need to fully live into their unique abilities,” said Teach For America CEO Elisa Villanueva Beard. “We’re excited to partner with Adobe to expand students’ access to creative technology in the rural and urban communities where our teachers work. This new effort will help unleash the power of the imaginative and original thinking that goes on in our classrooms every day and ensure that our students can share their stories and gifts with the world.”

To celebrate the stewards of all our creative journeys—from teachers to mentors, family members, and icons—we have asked our community to tell the world who has helped bring their creativity to life with the hashtag #CreativityForAll. From February 6 to 11, Adobe will donate $5.00 (up to $500,000 USD) for each mention of the hashtag to further our efforts with Teach For America. You can see the official rules here. We challenge our robust community to turn this celebration of #CreativityForAll from a singular moment into a meaningful movement.

Our “Creativity for all” commercial encapsulates our commitment to keep pushing the envelope and give people tools that not only delight them but also expand their capabilities. We’re inspired by our community and continually innovate so they’re able to keep telling amazing stories with compelling images, videos, sound, and design. That’s been our mission since 1982, and we are not slowing down.

Topics: Creativity

Products: Photoshop, Creative Cloud