Adobe Courts Suite Success

NEW YORK How do you advertise computer software designed for use by creative people?

If you’re Goodby, Silverstein + Partners you make an interactive wall that shows off some of the operations that are possible with Adobe’s Creative Suite 3, a bundle of computer programs designed for graphic designers and video editors.

The 10 x 25-foot wall will go up in the Virgin Music stores in New York’s Union Square on Friday and in London’s Soho next month. As people walk past, sensors in the wall pick up their movement and display objects, shapes and colors one can create using the program.

Adobe chose the Virgin sites because “we were looking for a location where a lot of creative professionals would be,” said Ann Lewnes, svp of corporate marketing at the San Jose, Calif., software company.

The interactive wall, which made its debut at the trade product launch in March, was designed by New York-based Brand New School and built by Obscura Digital of San Francisco.

“Working with an Adobe [program] isn’t passive. You try a filter and do all sorts of things to it,” said Will Hammond, cd, Goodby. “We really wanted to get people to interact with the brand and ask themselves, ‘What would I create with these tools?’ “

The online effort is similar: images appear on a banner when users scroll a button from left to right. The campaign will also include print and wild postings.

The walls will be up for the month of July and the online portion will continue through the end of the year.

The campaign positions Creative Suite 3 as: “Through design tools and developer tools we allow you to express as much creativity as you want to,” said Lewnes.