Adobe's Oscars Ad Is a Colorful, Trippy Ode to Creativity

Billie Eilish and Malala Yousafzai make cameos in the hypnotic spot

For anyone who’s wanted to fulfill a creative idea with a digital project, Adobe is reminding folks it has the tools to make it happen.

The software company has debuted a new campaign timed to the 92nd annual Academy Awards, themed around democratizing creativity and making its suite of programs accessible to everyone. Adobe will kick off its “Creativity for all” campaign with a 60-second spot during ABC’s Oscars telecast on Sunday night.

The mixed-media spot, created by agency Goodby Silverstein & Partners, takes viewers on a colorful, hypnotic journey through the company’s slate of graphic design, video and photo editing, and web development tools.

Fittingly set to “Pure Imagination” from Willy Wonka and the Chocolate Factory, the ad features imagery made by more than 1,000 creatives using Adobe tools, such as a Make Art Not War piece by Shepard Fairey and a psychedelic illustration of Frida Kahlo by Victoria Pavlov.



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