A 60-second ode at the 92nd Academy Awards
On 6 February 2020, Adobe announces Creativity for All, a 60-second mixed-media film airing during the 92nd Academy Awards ceremony on 9 February 2020.1, 2 The spot is set to Gene Wilder's recording of "Pure Imagination" and features icons of the digital era including Shepard Fairey and Malala Yousafzai.1 The closing production credit list runs to more than 1,000 names, recognising every artist who contributed imagery to the piece.1
The film signals a positioning shift the company introduces under the Creativity for All banner: an argument that creativity is universal rather than the preserve of a few, and a frame for Adobe's broader portfolio of design, video, document and creative AI tools.
"Creativity is the great enabler, and it's within all of us. 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." Ann Lewnes, Executive Vice President and Chief Marketing Officer, Adobe1
From advertising moment to programme
Alongside the spot, Adobe announces a partnership with Teach For America to bring creative training, workshops and tools into classrooms, with a stated 2020 target of 15,000 teachers and 500,000 students.1 From 6 to 11 February 2020, Adobe pledges five US dollars to the programme for each public mention of the hashtag #CreativityForAll, capped at a 500,000 US dollar contribution.1 The film and the donation initiative together reframe the Academy Awards moment as an extension of Adobe's mission since 1982.1, 3
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1. Adobe Blog, Adobe Communications Team, "Adobe Celebrates Creativity For All in Academy Awards Ad", 6 February 2020, for the announcement on that date; for the film "Creativity for all", described as "a 60-second ode to the democratization of creativity" to be aired during the Academy Awards, set to the song "Pure Imagination" sung by Gene Wilder; for the mixed-media film featuring "icons of the digital era, like Shepard Fairey and Malala Yousafzai"; for the production credit list "with well over 1,000 names" including every artist who had a hand in creating the imagery in the spot; for the quoted words and job title of Ann Lewnes, Executive Vice President and Chief Marketing Officer at Adobe; for the partnership with Teach For America to bring creative trainings, workshops and tools into the classroom, with the aim to reach 15,000 teachers and 500,000 students in 2020; for the pledge to donate $5.00 for each mention of #CreativityForAll from 6 to 11 February, up to $500,000 USD, to further the Teach For America work; and for the commercial being presented as the continuation of what Adobe calls "our mission since 1982". The blog gives no broadcast date and does not say the credits close the film. https://blog.adobe.com/en/publish/2020/02/06/adobe-celebrates-creativity-for-all-in-academy-awards-ad
2. Wikipedia, "92nd Academy Awards", read on 25 September 2026, for the 92nd Academy Awards ceremony having taken place on 9 February 2020, the date the body gives for the broadcast. The article does not mention Adobe. https://en.wikipedia.org/wiki/92nd_Academy_Awards
3. Wikipedia, "Adobe Inc.", read on 25 September 2026, for Adobe having been founded in December 1982 by John Warnock and Charles Geschke, the year from which the blog dates the company's mission. https://en.wikipedia.org/wiki/Adobe_Inc.
