When it comes to creativity, Adobe and its powerful suite of products are the authority. To reach an all new audience of creators, Adobe partnered with Live Nation to tap into the passionate fans of live music.

Together, we created the Adobe Creativity Tour– a global, design challenge-based platform that partners with the world’s biggest artists and music festivals as inspiration for each creative challenge. Fans could submit their designs for a shot at winning VIP flyaways, artist meet & greets, signed merch and discounts off concert tickets.

Creative Direction: Steve Raggiani
Art Direction: Louie Zuniga
Copywriting: Judy Rummell, Adam Tillinghast
Design: Anna Haggerty, Julia Isman

From creating original art to redesigning tour posters to bringing song lyrics to life, ACT kept fans engaged through a variety of challenges at every skill level. In 2019, we partnered with Twenty One Pilots and Vampire Weekend– as well as major music festivals such as Lollapalooza, Voodoo and Sea.Hear.Now.

Twenty One Pilots "Lyric Remix" Challenge Entry

Vampire Weekend "Tour Poster" Challenge Entry

Voodoo "Worship The Music" Challenge Entry

In addition to design challenges, we introduced Adobe to the world of music festivals with an onsite activation at both Lollapalooza and Voodoo– letting fans take a pic and edit it in real-time with Adobe Lightroom to create their own custom souvenir.

Then in 2020, the pandemic hit. In a time when creativity and inspiration were needed more than ever, we decided to not only bring back Adobe Creativity Tour, but expand our reach to even more fans.

Despite a pause on concerts and music festivals, we expanded our contests internationally, reimagined artist meet & greets as virtual hangouts and introduced a new grand prize of $10,000. We also brought in superstar artists Lady Gaga and Marshmello and partnered with dance music festival, EDC Las Vegas, for an all new series of creative challenges. 

Lady Gaga "Welcome To Chromatica" Challenge Entry

Marshmello "Official Be Kind Fan Video" Challenge Entry

Adobe Creativity Tour, powered by Live Nation, is an ongoing platform that continues to evolve through the power of music and creativity. With even more design challenges and opportunities coming in 2021– the stage is yours, what will you create?