Project Concept

We are in a space race for AI image creation, but Adobe saw an opportunity to create something more fundamental. Project Concept emerged as the first tool you reach for when met with the blank page—a place for inspiration, exploring, and refining ideas. All powered by the first-ever collaborative endless canvas with AI at its core. When the product team approached me, they needed a complete campaign, demo narrative, and hero video ready for Adobe MAX in just 15 days. The challenge: build a team, set the budget, and craft a story that would get the creative community excited about. Through this pressure-cooker timeline, we landed on a simple truth: "It all starts with Concept."

Press:
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maginative   CreativeBloq   The Verge   Scott Belsk

The live demo

To showcase the power of Concept as a creative tool, we challenged ourselves with a brief: to develop the assets for a new band, Fly Away, and their upcoming album release. During the live demo, the centerpiece was a concept board created entirely with Concept.